Male cosmetics

Male cosmetics include all beauty products marketed toward men. This category covers makeup, skincare, hair care, and body care. It also includes sun care products and perfumes. These products serve many purposes for men today. Some use them for grooming, while others use them for art or performance. While many people think of cosmetics as being for women, men have used them for thousands of years. They use these tools to change their appearance or protect their skin.

In ancient Egypt, around 4000 BC, makeup was a vital part of culture. Men painted black pigments around their eyes to create cat-eye designs. These designs were symbols of wealth and high social status. Men also used green eye shadow for religious reasons. They believed this color could invoke the god Horus to fight diseases. Later, in Roman times, men used cosmetics, though society often judged them for it. Men with mirrors were seen as effeminate. Those using face-whitening makeup were seen as immoral because they should have been tanned from outdoor work. Moderate hair removal and light perfume use were more acceptable.

Traditional Japanese art provides a deep look at male cosmetic use through Kabuki. Kabuki is a performance involving elaborate costumes and wigs. Since 1629, only male actors have been permitted to perform Kabuki. The makeup process is very specific and layered. First, actors apply oil and wax to their faces so the makeup sticks. Next, they apply oshiroi, a thick white cosmetic made from rice flour. This white base covers the entire face. The shade of white changes based on the character's age, gender, or type.

After the white base is set, actors use red and black lines to outline the eyes and mouth. Some characters use a special style called kumadori. This style uses dramatic lines to represent specific emotions. There are about one hundred different mask-like kumadori styles. Dark red lines represent anger, passion, or cruelty. Dark blue lines represent sadness or depression. Other colors have specific meanings too. Pink represents youth or happiness, while light blue or green shows calmness. Purple is used for the aristocracy, and brown represents selfishness.

Modern men use cosmetics for many practical reasons. While only 17% of men believe makeup is important daily, 97% of men use skincare products. Many men use beauty products to cover perceived flaws like acne marks or freckles. Movie actors and stage performers use intensive makeup for special effects. They might use it to create a zombie effect or to make a character look older. This method is often faster and cheaper than using computer-driven special effects. Additionally, as global populations age, more older men use cosmetics to manage wrinkles, age spots, and dry skin.

Brands now design specific packaging to appeal to male consumers. Companies like Nivea, Chanel, and Adidas create products tailored for men's skin. Nivea is the most popular brand, holding 34.4% of the market. L’Oréal follows with 21.9%. Most male cosmetic packaging is simple and uses colors like blue, green, grey, white, or black. This avoids bright colors like pink or purple. These design choices help reduce resistance from men who might think cosmetics are only for women. Some companies even tailor products to specific regions, such as Revlon's Middle Eastern collection.

The cosmetics industry is a massive global market. In 2017, the global cosmetics market was valued at US$523.43 billion. It is expected to reach US$805.61 billion by 2023. This growth is driven by increasing beauty awareness among men. The men's beauty products market is expected to grow at a rate of 5.23% between 2018 and 2023. Even during economic recessions, the sales of cosmetics usually maintain a steady floor. This shows that the industry is very resilient to economic changes.

Digital platforms have created new ways for men to engage with cosmetics. Male beauty bloggers on YouTube provide tutorials and product reviews. Famous American bloggers include Patrick Starr and James Charles. In China, the streamer Li Jiaqi has massive influence. In 2018, he sold 15,000 units of lipstick in just five minutes during a live stream. These influencers show that male interest in cosmetics is a growing part of modern culture. From ancient rituals to digital storefronts, men continue to use these tools to express themselves.