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August 9, 2017

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Vloggers like Patrick Starrr and Manny Gutierrez (known online as Manny Mua) have become spokespeople for major beauty companies

The rise of social media and popularity of selfies means people are being photographed with greater frequency than ever before and for men, that means making more of an attempt to appear good.

It’s no longer only women dabbing on a bit of bronzer before saying “cheese,’ and major beauty companies are seizing the chance to appeal to a different audience.

“Men are realizing they must be on more than ever,” said Barry Beck, co-founder of Bluemercury, a beauty retailer and portfolio company for Macy’s Inc..

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who talked with MarketWatch in an event for the chain’s new flagship in New York City.

“Looking good is more than only a suit and a watch,” said Beck.

Social media sites like Instagram

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  and Snapchat

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 , along with online video, television appearances and other on-camera opportunities, are encouraging everyone want to put their best face forward. According to Beck, men are increasingly using things like concealer, bronzer and eyebrow gel.

See also: Ulta is secure from Amazon but L’Oréal says U.S. beauty market is soft

Annual earnings in the men’s grooming market are now more than $21 billion, according to information supplied by Jim Fosina, chief executive of Fosina Marketing Group. He says there’s a surge in men going to salons for more than just haircuts, with manicures, facials and hair coloring all growing in popularity.

Read also: Botox as a career-builder for boomer men

“Where hair and shaving were always the staple and extent of male grooming, an increasing trend among men is a great focus on all components of good grooming and appearance,” he said.

Seeing opportunity, companies like L’Oréal SA

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  and Covergirl have chosen male beauty spokespeople.

“Social platforms like YouTube and Instagram have helped popularize men’s usage of beauty products, enabling the growth of social influencers like James Charles who signed as Covergirl’s first Cover Boy, Manny Gutierrez, signed with Maybelline, and Patrick Starrr,” said Giulia Prati, associate director of attractiveness research at L2, Inc., a business intelligence company.

Read: Victoria’s Secret has a bra problem

“Major enterprises like P&G

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  and L’Oréal that are choosing to back these influencers are gambling on the growing diversity in the beauty industry,” she said.

Companies could be betting big, with L’Oréal’s U.K. managing director Vismay Sharma telling the Daily Telegraph that he expects stores to have makeup counters for men within five decades.

“[T]wo things are happening: men know they could use makeup and they understand what it does when you use it,” he told the Telegraph. “The second issue is that the taboos are moving, so between my generation and my son’s creation the taboos are very different.”

Online retailer Asos and luxury brand Tom Ford have both launched a line of men’s beauty products lately that includes items like concealer, beard and brow filler, “manscara” and eyebrow gel, the Telegraph says.

In spite of the big names getting involved, most men are still using makeup sparingly, taking a little spouse or partner to hide a pimple or other temporary blemish, according to Larissa Jensen, executive director and beauty industry analyst at The NPD Group.

“The more that makeup continues to lead the way in breaking down boundaries for groups like men, the more popular it might become for men to wear makeup less for ‘covering up’ and much more for ‘expression’,” she explained.

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