Men's makeup goes mainstream on TikTok, Ulta, Sephora capitalize
CNBC••general
Key Points:
- The men's makeup market is rapidly growing, driven largely by Gen Z men who increasingly incorporate skincare and cosmetics into their routines, transforming makeup from a taboo to a normalized grooming tool.
- U.S. men's grooming sales reached $7.1 billion in 2025, with the global market projected to exceed $85 billion by 2032, fueled by repeat use and experimentation beyond basic skincare products.
- Retailers like Ulta, Sephora, Target, and Walmart are expanding men's cosmetic offerings, often integrating products into gender-neutral displays and leveraging influencer marketing on platforms like TikTok to reduce stigma and boost engagement.
- Social media has played a pivotal role in educating men about makeup use, democratizing access to tutorials and normalizing subtle
