The Genderless Cosmetics Revolution
Is cosmetics becoming a new requirement? According to Allied Market Research, the male personal care market is predicted to reach $166 billion by 2022.
This trend will likely continue because more companies cater to men, and people will want to try new products.
As more male-centric companies and items become available, men will feel more comfortable attempting traditionally feminine tasks like cosmetics.
The beauty industry has always been considered a female-dominated occupation, but that is changing as males are paving the way for a gender-neutral makeup sector.
For generations, men have worn cosmetics. Masculinity was highly revered in Egyptian culture, and cosmetics played an important role in this.
Men were using black pigment to create cat-eye patterns. Later on, kohl eyeliner, green eyeshadow, and lip and cheek stains were popular among men. Finally, Roman men were known for using crimson colour on their cheeks and powder to brighten their skin.
In the twentieth century, guys in makeup were reserved for artists like Steven Tyler, David Bowie, and Prince.
Men increasingly view cosmetics as necessary, similar to how they view skincare, rather than a commodity to enhance and beautify their appearance.
The most prevalent types of makeup are tinted moisturisers, concealers, and powders. Individuals seeking these items include those going on interviews or giving public speeches.
This is changing, particularly as cosmetics like lipstick and eyeshadow become increasingly popular in South Korea and Japan.
The Men’s Beauty industry in North America will adopt a similar approach.
Considering cosmetics as a form of grooming, albeit not on the same scale. Some trendsetters are making it more acceptable for men to pursue this industry, but I don’t think cosmetics will ever work for most men.
In terms of the future of cosmetics, I feel that terminology will evolve through time. I don’t think we’ll ever call it makeup again. It will be gender-agnostic.
To attract male clients, a model does not have to be completely macho, and some would argue that a unisex technique is more stylish. SuperOrdinary, for example, has invested in Good Gentle, a gender-neutral skincare product with the tagline “Magnificence beyond the binary.”
The model first appeared to complement Very Good Gentle’s beauty website, developed by the editor and online entrepreneur David Yi. Similarly, Patrick Starrr, a content developer, launched the cosmetics company One/Size on the notion that makeup is one size fits all.
Male-identifying prospects account for much over 20% of overall gross sales, according to the model. Furthermore, Nécessaire, a body care line, and Youth To The Individuals, a skincare line, have built a strong unisex appeal through basic, pared-back packaging and gender-neutral advertising and marketing.
While Kiehl’s is best known for its men’s skincare, its womenswear business is expanding, as are its menswear grooming lines. Gillette has a long history of utilising men and women to advertise a recent campaign starring Game of Thrones Alfie Allen, rounding out its genderless range. While Sand & Sky and Whitby, both located in London, are two of the more known labels, others have lately emerged.
