
Gen Z and social media are helping men's makeup go mainstream. The beauty industry is trying to capitalize
Men's makeup is emerging as one of beauty's most lucrative growth areas, fueled by Gen Z men, social media and shifting attitudes toward masculinity. Global men's grooming sales are expected to climb over $85 billion by 2032, according to Fortune Business Insights, as skin-care routines are pulling more men into cosmetics through repeat purchases.


















