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Insight of the Day: Makeup Wearing Declining Among Women, but Increasing Among Men

Shifting Makeup Trends: Decline Among Women, Rise Among Men

Key Takeaways:

  • Women's Makeup Use Declines:  The percentage of US adult women wearing makeup daily or weekly has fallen by 20% since 2019, with more women opting for less frequent use.

  • Men's Makeup Use Increases:  While still a minority, the number of men wearing makeup daily or weekly has tripled since 2022, with a significant increase in monthly or occasional use.

  • Generational Differences: Gen Z women are less likely to wear makeup frequently, while Gen Z men are the most likely among male age groups to be daily or weekly users. Younger Millennial men also show a high rate of makeup use.

  • Market Shift: The beauty industry is adapting to the growing male cosmetics market, with brands offering gender-neutral products and targeting men specifically.

  • Environmental Consciousness: Makeup users, both men and women, are more likely to adopt environmentally friendly lifestyles, potentially influencing their product preferences.


  • Natural Look: Women are shifting towards a more natural look, prioritizing skincare over heavy makeup.

  • Male Makeup Acceptance: Makeup is becoming increasingly accepted and normalized among men, especially younger generations.

  • Gender Neutrality: Beauty brands are moving towards gender-neutral marketing and product offerings.

  • Sustainable Beauty: Consumers are showing more interest in environmentally friendly cosmetics and brands.


  • The beauty industry is undergoing a significant shift, with changing preferences among women and increasing interest from men.

  • Brands need to adapt to these evolving trends by offering a wider range of products and marketing strategies that cater to diverse consumer needs.

  • The rise of male makeup and the focus on sustainability present new opportunities for growth and innovation in the beauty market.

Implications for Brands:

  • Diversify Product Offerings: Develop products that cater to both men and women, with a focus on natural and sustainable options.

  • Tailor Marketing Strategies: Target different consumer segments with specific messaging and campaigns that resonate with their unique preferences.

  • Embrace Inclusivity: Promote inclusivity and diversity in marketing and product development to appeal to a wider range of consumers.

  • Emphasize Sustainability: Highlight eco-friendly practices and ingredients to attract environmentally conscious consumers.

  • Invest in Research: Stay ahead of emerging trends and consumer preferences through ongoing market research and analysis.


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