Close your eyes and picture someone at the store buying makeup. If you’re not picturing a five-year-old kid or a grown man, you’re living in the past. The beauty industry has gotten a makeover in recent years, thanks to changing social attitudes and glam brands eager to explore untapped markets.
A new foundation
More men are beginning to appreciate the power of concealer. According to Statista data cited by CNBC:
In 2019, more than 90% of US males said they never wear makeup.In 2024, that number dropped to 75%.
The share of Gen Z men who reported using facial skincare products also jumped 68% from 2022 to 2024, per market intelligence firm Mintel. Retailers have responded by bulking up their men’s offerings or dialing back gender distinctions altogether for a more neutral presentation.
Age-defying products: Sorry, Dr Pepper lip gloss, you’re not the only makeup game in town anymore for elementary school kids. Per the Wall Street Journal:
Klee Naturals has built a multimillion-dollar business selling products like $10 mineral eye shadows and $15 lip glosses to girls ages 5 to 7.Evereden had $100 million in global sales in 2024, according to CEO and co-founder Kimberley Ho. The company makes moisturizers and body washes for children ages 3 and up.Actress Shay Mitchell’s brand Rini sells sheet masks for children, as well as face crayons.
International appeal: K-beauty (Korean cosmetics) has taken off on social media, exposing swaths of Americans to things like snail-mucin serums and salmon-sperm skincare. For South Korean beauty products, the US is a relatively new market. (Dr Pepper has yet to partner on a snail-mucin serum.)
K-beauty currently only accounts for about 2% of the overall US beauty market, but that’s changing. According to NielsenIQ data, US sales more than doubled from 2023 to 2025, Bloomberg reported.—BC
