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Trends in Men’s Cosmetics

Trends in Men’s Cosmetics

Young handsome man grooming his beard with a comb and looking at camera

As Grooming and Beauty Director at Bleu Magazine, Seven Brown has become an expert on the topic of all things beauty. Her forte—skincare—has earned her the title of Lead Advanced Educator at Atelier Esthétique Institute of Esthetics among many other honors including beauty consulting work in the areas of education and product development, and post-graduate teaching positions on the topic licensing in skincare. Given her experience in the realm of men’s grooming at Bleu Magazine, we asked her to speak about the recent spike of men’s cosmetics in the marketplace and to address the future of this trend.

The New York Times recently reported that the men’s cosmetics market is on the rise. As the Grooming and Beauty Director of Bleu Magazine, you have probably seen this develop first hand. What are some factors that have contributed to this?

The first factor is that cosmetics today aren’t just for adding color or superficial beauty needs. Rather, they are addressing real issues and providing tangible results. The second factor is that the average person is retiring later or going back into the work force. That said, looking polished and feeling confident gives them a competitive edge.

What kinds of products are companies now developing to respond to this trend?

They are developing everything from traditional shaving cream to multi-function bronzer and eye gels. There is a greater focus specifically on the unique skin concerns and skin textures of men. Likewise, marketing has changed too: products packaging in colors and containers with men in mind. Its not just the product but also providing a unique or “discreet shopping experience” either online or tucked away in the corner of a department store.

Women use cosmetics to enhance and beautify. Do men have different objectives?

Men tend to have a two-fold objective. While looking good is a factor, it’s also really about being able to solve a problem or address a specific issue.

What are some ways for men to incorporate cosmetics into their routine (and still look manly)?

Men can incorporate cosmetics into their routine quite simply in the privacy of their home or grooming at the gym after workouts. I hear shaving is a big thing in the gym, especially in the early morning.

Where do you see this trend going? Is makeup for men here to stay?

Makeup is here to stay. To be honest, make up for men never left; we just stopped talking about it. Historical records indicate men have used cosmetics for hundreds of years stemming back to ancient times. The difference is, in the American market, no one is willing to admit it.

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