Men are increasingly investing in skincare (with 47% of men in France using skincare products) and makeup, whether to even out skin tone, enhance facial features subtly, or experiment with bold looks. Their preferred products include BB and CC creams, lightweight foundation, concealer, mattifying powder, setting sprays, and hydrating mists.

Due to higher testosterone levels, men’s skin is structurally different from women’s—it produces more sebum and has facial hair, yet the stratum corneum is thinner, making it more sensitive to external conditions. Consequently, male skin experiences aging at a slower pace. Although the global men’s beauty market is valued at $65 billion, it remains a niche segment within the broader beauty industry. Will the market evolve towards a no-gender offering with innovative unisex products?

Specific makeup products for men by facial area:

• Eyebrows and Eyes: Eyebrow pencils or gels, transparent mascara (to discipline lashes and brows without visible effect), subtle kohl eyeliner
• Under-Eye Circles: Concealer
• Lips: Hydrating balm or exfoliant
• Beard: Beard densifying pencils or powders, fixing gel
• Nails: Transparent or colored nail polish, cuticle oil

As the beauty industry continues to evolve, it remains to be seen whether makeup will fully transcend gender norms, offering products that cater to all individuals regardless of traditional categorizations.

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