How Gen Z and Social Media Are Powering the Mainstreaming of Men’s Makeup - and Why the Beauty Industry Is All In

Ever caught yourself scrolling TikTok and seeing a guy glam up with a dewy lip look, or maybe watching a YouTuber film a flawless eye contour tutorial? Chances are, you’re not alone. In fact, Gen Z is making men’s makeup not just possible, but cool, normalized, and totally mainstream.

The beauty industry is scrambling to catch up, launching new campaigns, rethinking packaging, and pouring resources into content that speaks directly to the next generation of male beauty fans. But why is this happening now, and what does it mean for businesses looking to cash in?

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Let’s dive in. Men's makeup goes mainstream on TikTok, Ulta, Sephora capitalize Social Media Makeup Social Media Makeup

Why Is Gen Z Making Men’s Makeup a Hot Topic?

Let’s be real: a few years ago, applying makeup was considered “feminine” - and for men, that was a big nope. But Gen Z is flipping the script. Thanks to viral TikTok dances, Instagram Reels, and YouTube unboxing videos, men see their bros confidently experimenting with eyeshadow, highlighters, and lip gloss.

Daniel Rankin, the 24-year-old NYC ad guy we met earlier, sums it up: “It’s no longer weird. It’s just… how people look comfortable.” Social media has created a safe, aspirational space where learning makeup looks is as easy as a scroll.

A 2026 CNBC report shows men’s grooming and makeup sales are booming. According to NielsenIQ, men’s grooming in the U.S. hit $7.1 billion in 2025, up faster than expected. That’s huge for a market that’s historically been overlooked by beauty brands.

Now, Gen Z’s influence is more than a trend - it’s a cultural shift. For this generation, makeup is a form of self-expression and empowerment, not rebellion.

The Digital Learning Curve: How Gen Z Mastered the Art of Makeup

Here’s the thing: Gen Z isn’t just buying men’s makeup - they’re learning it too. Platforms like TikTok and Instagram are brimming with micro-influencers and creators who break down makeup techniques using easy, accessible language. “I learned how to do a smudge eye in 10 minutes from someone I don’t even know,” says Ethan, a 22-year-old college student from Chicago.

That accessibility is part of the magic. No more intimidating salons or expensive classes; it’s all in the palm of your hand. This digital democratization has also made men more comfortable with product trial and error. You can swipe left on videos, compare results, and ask questions in the comments.

The stigma around “fem-look” makeup is fading fast. Instead, men are seeking out what suits their skin tone and style. It’s a beauty revolution driven by convenience and confidence.

How the Beauty Industry Is Jumping on the Bandwagon

Okay, so Gen Z is making men’s makeup cool. Now, the beauty industry is hustling to keep up - and fast. Brands that ignored men’s beauty a decade ago are now scrambling to redesign packaging, launch gender-neutral lines, and hire male beauty influencers.

Sephora, Ulta, even Target have expanded their men’s sections dramatically. In fact, big names like L’Oreal and Revlon are investing heavily in men’s grooming and makeup lines, betting that this is one of the last “untapped” categories in beauty.

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But it’s not just about restocking lip balm. The industry is learning to speak Gen Z’s language. That means bold colors, viral challenges (like the “male glow up”), and transparent ingredient lists that appeal to value-driven millennials and Gen Zers.

What’s Working: The New Strategies for Business Success

So, what makes this approach effective? First, authenticity. Brands are featuring real men, not just models, in their campaigns. You see everyday people - think baristas, gym bros, even techies - showcasing their looks. It builds trust and relatability. Second, community-driven marketing.

By partnering with micro-influencers and engaging on platforms where Gen Z hangs out, brands foster a sense of belonging. It’s not just about selling a product - it’s about building a tribe. Education is another game-changer. Some beauty brands have launched free online workshops, TikTok tutorials, and even AR filters that let users try makeup virtually.

This lowers the entry point for men who are still unsure. As Delphine Horvath, cosmetics expert at F.I.T., points out, “Men’s beauty is one of the last categories where brands can still expect double-digit growth by simply being present and relevant.” That’s music to the ears of every marketer.

Is This a Short-Term Trend, or the Future of Beauty?

Great question. While some worry it’s a fleeting Gen Z fad, the data suggests otherwise. The accelerated adoption of male grooming and makeup routines is here to stay. As men become more comfortable with self-care, beauty brands are designing products for “everyday beauty,” not just special occasions.

Think matte finishes, hypoallergenic formulas, and scents that appeal to all genders. It’s not just about makeup - it’s about a broader shift in attitudes toward masculinity and self-care. For businesses, the opportunity is clear. The men’s beauty market could hit over $85 billion globally by 2032, according to industry forecasts.

That’s a massive, relatively untapped pie. But to capitalize, brands must go beyond basic products. They need to focus on education, inclusivity, and community - exactly what Gen Z is driving.

Practical Tips for Brands and Aspiring Beauty Entrepreneurs

If you’re a beauty business hoping to ride this wave, here’s what you need to know:

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• Listen to Gen Z: Use TikTok analytics and Instagram insights to spot trending topics, hashtags, and challenges related to male beauty.
• Be Inclusive: Feature diverse faces and body types in your campaigns. Show men of all backgrounds confidently using your products.
• Educate, Don’t Just Sell: Create how-to videos, Instagram Stories, and even in-store workshops that teach basics like contouring or beard gels.
• Optimize for Mobile: Since most Gen Z users shop and learn on their phones, make your website and social content mobile-friendly.
• Collaborate with Micro-Influencers: Partner with male creators who already have trust with their audiences.

Final Thoughts: The Era of Male Beauty is Here to Stay

It used to be “men don’t wear make-up” - a rule so old it’s almost mythic. But thanks to Gen Z and the power of social media, that’s a phrase fading faster than last season’s fashion. The beauty industry is finally catching up, and the results are exciting.

For businesses, this isn’t just a trend - it’s a golden opportunity to engage, educate, and thrive in a growing market. So whether you’re a beauty brand, a small entrepreneur, or just a curious consumer, now is the time to embrace the shift.

Men’s makeup isn’t coming - it’s here, and it’s changing the game. Don’t just watch the evolution. Get in there and be a part of it.