Men's makeup is becoming increasingly popular, especially among Generation Z. And gender-neutral beauty products could also be the future.
makeup for men. Is the time really right for this? A resounding yes now comes from a person who, with an athletic past and traditional straight masculinity, wouldn't look the first port of call for men's makeup. We're talking about Alex Rodriguez, also known as ARod, a former baseball star who has just broken off his engagement to Jennifer Lopez.
In a new campaign for wellness brand Hims, he can be seen using a concealer called 'Blur Stick'. The lip balm-sized sticks are available in eight different shades.
But he's not the only man going for beautification. Gen Z members in particular belong to the target group. A 2019 poll by Morning Consult found that a third of American men under the age of 30 would at least consider wearing makeup, according to CNN Lifestyle.
In other countries, such as South Korea or Japan, make-up for men has become more established. The K-Pop idols could be responsible for this. Eyebrow brushes and lipsticks are said to have experienced particular growth in recent years.
It's different in the west. Here the word make-up is avoided as much as possible. Neutral packaging (the Blur Sticks from Hims, for example, are kept in a simple grey) and a natural, unmade-up look are in demand. When Chanel launched the "Boy de Chanel" cosmetics line for men a few years ago, the company advertised with the slogan "Be yourself, only better".
However, the make-up market could also shift from classic male and female areas to unisex, as gender-neutral products are becoming more and more popular. Rapper Lil Yachty launched a collection consisting of three nail polish pens for all genders. And Rihanna has already engaged A$AP Rocky and Lil Nas X as an ambassador for her beauty line Fenty.
This question cannot be answered quite so unequivocally, especially since country-specific differences can be identified. Markets such as Korea or Japan are more interesting for the male beauty market, as is also known at Chanel, where there has been a collection for male customers who are enthusiastic about beauty for a number of years.
>>> „CNN"
