The Rise of Men’s Makeup: Trends and Products to Watch

Makeup is no longer just for women. In recent years, men’s makeup has emerged from the shadows of grooming routines into mainstream beauty. From subtle touch-ups to bold style statements, more men are embracing makeup as a tool for self-confidence and personal care.

This growing trend reflects a cultural shift. Influencers, celebrities, and everyday men are challenging outdated beauty norms. Brands are responding by creating inclusive, easy-to-use products designed specifically with men’s needs in mind. In 2025, men’s makeup is not a niche—it’s a movement.

One of the biggest trends is the natural, no-makeup look. Many men want to improve their appearance without looking like they’re wearing anything at all. This includes lightweight BB creams, tinted moisturizers, and concealers that even out skin tone, hide blemishes, and reduce dark circles—while keeping things undetectable.

Brow grooming is another key area. Defined yet natural brows can frame the face and enhance expression. Men are turning to clear brow gels, pencils, and powders to fill sparse areas and keep brows in place all day.

Another trending product is foundation sticks. These are easy to apply, mess-free, and great for travel. Men love their simplicity—just swipe, blend, and go. Brands like War Paint, Fenty Skin, and Stryx offer beginner-friendly formulas that look natural and feel weightless.

Concealer pens and sticks are also gaining popularity. Whether it’s to cover up a sudden breakout, under-eye darkness, or redness around the nose, these pocket-sized tools are perfect for a quick fix.

Men who want to control shine without a full face of makeup are opting for matte primers and translucent powders. These products help reduce oil, minimize pores, and keep skin looking fresh throughout the day—especially useful for video calls or social events.

In addition to skin-focused products, tinted lip balms and lash-enhancing mascaras are making their way into men’s grooming kits. These add just enough color and definition to enhance features without appearing overly styled.

Leading brands have taken notice. Chanel’s Boy de Chanel, Harry’s, Stryx, and War Paint for Men have all launched makeup lines that cater to masculine packaging, minimalist formulas, and skin-friendly ingredients. Even major beauty brands like Fenty Beauty and NYX now market select products as gender-neutral.

The rise of gender-inclusive marketing and beauty influencers like Bretman Rock, James Charles, and TikTok creators around the globe have helped normalize men in makeup. Gen Z, in particular, values authenticity and self-expression—making it clear that makeup is for everyone, regardless of gender.

What’s next in men’s makeup? Expect to see more skincare-infused products, hybrid formulas, and smart applicators designed for ease of use. As the market grows, so will product diversity—offering shades, textures, and tools for all skin types and tones.

In the end, makeup for men isn’t about hiding flaws. It’s about highlighting features, boosting confidence, and expressing individuality. Whether it’s a bit of concealer before work or a bold look for a night out, men are embracing beauty on their own terms—and the world is finally catching up.