Andrew Newman examined market trends in the male-targeted cosmetics and beauty industry in a 2010 New York Times article, "Men's Cosmetics Becoming a Bull Market." A market data firm, Euromonitor International, estimated sales of "men's grooming products" has doubled since 1997 to $4.8 billion1. Skin care products are the fastest growing segment of male products sold increasing in sales fivefold over the same period2.
According to reports from some of the more well-known companies, online male-targeted beauty companies report similar sales trends. Menaji, 4Voo, and KenMen report triple and quadruple increases in online sales since 2005, with Menaji reporting a 70 percent increase in sales between 2007 and 20103.
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It is apparent cosmetic and skin care products for men is a growing industry. It is less apparent why. History does reveal this is not necessarily a new trend. Stephan Kanlian, chairman of the graduate program at the Fashion Insitute of Technology in New York, cites historical use of cosmetics by men. Egyptian men in 3500 B.C., for example, used cosmetics; as well as ancient Greek and Roman men; men throughout the Renaissance; and colonial men with wigs and face powders4.
The difference in male and female use of beauty products is the reported reason for use. While women tend to use makeup to enhance beauty, men tend to use makeup to conceal imperfections5. Whatever the purported reason, Sam Fine - celebrity makeup artist and Creative Makeup Director for Fashion Fair Cosmetics - offered some male beauty tips on the Rachel Ray Show (January 6, 2011). Sam Fine highlighted three products on this show: Brow Gel, The Men Pen, and Guyliner6
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