Michael Sheridan, founder of retail design agency Sheridan&Co, says the men’s beauty sector is ripe for growth, but first it must address the everyday man.
Where women’s cosmetics have focused heavily on the tenets of beautification, modern men’s cosmetics have – to date – focused on subtle enhancement, correction and refinement; a ‘barely there’ aesthetic that complimented rather than masked the face. But perhaps the time has come for men to reclaim the act of wearing makeup, albeit in a truly modern way – one that allows them to look the best possible version of themselves, without fear of judgment or stigmatisation.
Indeed, industry forecasts are promising, with the male beauty and grooming market set to be worth more than $60bn by 2020, while 15% of UK men under the age of 45 have previously bought make-up (Sources: Euromonitor, Mintel). Men's cosmetics was also a stand-out category at this year’s Cosmoprof beauty trade show, with a plethora of start-ups representing an emerging generation of male beauty brands. Meanwhile, the #beautyboys trend – buoyed by social media – has given rise to a counter-movement that challenged engrained, traditional notions of masculinity.
Of course this is just the start of the journey, and while the male grooming and cosmetics market is unlikely to overtake women’s market any time soon, the sector is clearly on an upwards trajectory. So, how can fledgling brands stand out in what is anticipated to be an increasingly crowded space?
Product positioning will be crucial to ensuring male cosmetics become as inclusive as possible, attracting custom from men who have never experimented with make-up before. There is also a distinct opportunity for brands to meaningfully contribute to the male makeup space by breaking down social barriers. In the same way music artist Rihanna shed light on the lack of racial inclusivity in cosmetics with her Fenty makeup range, gender diversity is entering the domain with a very clear message: masculine men wear makeup.
