Men's Beauty on the Rise — The Lexington Line

Women’s skincare and beauty has always been a hot commodity, but why have we never ventured out into makeup for men? It may be surprising to most but men’s beauty is the new hot business venture. According to Grand View Research, Men’s skincare products are predicted to reach 75.8 Billion by 2027.

Concealer for men - Blur Stick

Alex Rodriguez, a retired New York Yankees baseball player, has partnered with the brand Hims & Hers to create the Blur Stick, a shade-inclusive men’s concealer. The packaging is discreet and sleek to appeal to men as well as easy to use to cover up any imperfections men want to conceal.

Rodriguez says, “My entire career, ever since I was a little kid, I've used a certain type of [product similar to] Blur Stick, which we call ‘eye black ’ in baseball [grease applied under the eyes to reduce glare]. So for me, it was very natural to put a stick on my face.”

The product is made with soothing ingredients including aloe extract and jojoba oil and is now available for purchase for $17. Blur Stick can be purchased online via For Hims or Urban Outfitters.

Rise of Men’s Product

The men’s grooming market has seen an influx of men’s beauty/skincare products in demand recently. According to Emma Fishwick, a senior accounts manager from a market research firm NPD, “sales are up 14% in the last six months compared to women's sales only being up 6%.” In a report from Vogue Business it is estimated “71% of men who use skincare or haircare products prefer when the products are marketed to them specifically; ‘for men.’”

Toxic masculinity and beauty

A lot of girls can relate to begging their guy friends or boyfriends to have a spa night with them and they often insist that it's too “girly” or simply will say no. But we all know ladies; after you give your man a nice relaxing face mask and moisturizer he is obsessed! Men often struggle with toxic masculinity; they feel as though their ego or “manliness” is being attacked if they partake in something that is perceived as feminine, like makeup and skincare. However, good skincare is good hygiene and a quick makeup routine can make any person—even men—feel more clean and confident.

Shift in Gender Norms

Gender inclusivity has played a huge role in the launching of new men's products. The stigma around skincare and makeup being only for women is becoming a thing of the past. Social media platforms have also played a part in the deconstruction of gender norms surrounding makeup. In recent years these platforms have made men feel more comfortable expressing themselves freely through trying out makeup and skincare. A popular makeup artist and influencer, Patrick Starr has a makeup line in Sephora called One Size Beauty. The makeup line focuses on makeup being for anyone; spreading the message that makeup is for anyone no matter one’s gender and it is one size fits all.

Blur Stick is a great way for men to get introduced to makeup if they are too intimidated by ‘women's’ beauty products. It’s a great way to lessen the negative effects of toxic masculinity and help men to feel confident in their skin.

I can not wait to see what’s in store for men’s beauty! What are your thoughts on beauty brands expanding into men’s products? leave a comment below.