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Men are diving into beautification more deeply than they did before. What used to be just a toe in the water has now become men knee-deep in personal care. Guys caring about how they look isn’t new. From the clean-shaven styles of the 1920s through rocker mullets in the 1980s, men have always paid attention to appearance. The difference now is that men feel like they have permission to explore that more.
Jake Xu, who co-founded Shakeup Cosmetics, a men’s beauty brand, told Personal Care Insights that straight men are definitely wearing makeup more often. Younger guys are getting into optimizing how they look using cosmetics, and this wave isn’t about rebellion like it was sometimes in the past. It’s about practical use.
“Five years ago, men’s makeup was still very niche and often positioned as edgy or rebellious. Retailers are also taking it more seriously. It’s no longer a novelty shelf; it’s becoming part of a broader men’s grooming ecosystem,” Xu said.
Xu says more straight men are openly using complexion products like tinted moisturizers, concealers, and under-eye treatments. The stigma around these products is slowly fading because guys see them as useful tools. If something helps you look less tired or more put together for work, a date, or a presentation, then why not use it?
Makeup narrative shift
Makeup has long been linked with women even though its roots are gender neutral. In the past, when men in the LGBTQ+ community experimented with makeup, peopl
We might jump to assumptions about their sexuality. Xu says that idea—that men using makeup must be gay—is changing, but it hasn’t totally disappeared.
Xu points out that social media, celebrity culture, and broader talks about masculinity have pushed this shift forward. Younger generations are less rigid about what’s considered masculine. Shakeup says skin care and makeup are tools, not identity markers. Moisturizer doesn’t define your sexuality, and neither does concealer. As more straight men use products to look their best—whether they’re athletes, CEOs, or just everyday folks—the focus moves from sexuality to self-care and confidence.
The evolution of appearances over time has also changed who’s buying makeup. But society hasn’t fully accepted men’s makeup yet. Xu says most of his customers don’t describe what they do as “wearing makeup.” They talk about looking fresh, polished, and confident instead. The market is expected to grow as societal backlash settles down.
“The biggest misconception is that men wearing makeup is a trend. In reality, it’s an evolution,” Xu told Personal Care Insights. He says men have used products to improve how they look for centuries—from powdered faces in royal courts to stage makeup and grooming rituals. What’s happening today is that everyday men feel more comfortable with tools that used to be stigmatized.
At Shakeup, Xu says their aim wasn’t to turn men into someone else. It was to help them feel like a better version of themselves. That move from hidden use to confidence is
where the real change is happening.
Social media and appearance pressure
Xu talks about how social media has helped normalize men wearing makeup—but it also has its drawbacks. Some argue that men being more aware of their looks and using products comes from social media pressure.
He admits younger men today are more conscious about optimizing their appearance. But there are two sides to this. One is a negative comparison culture online, and the other is men simply wanting to present their best selves—on dating apps, Zoom calls, and social platforms.
A darker side of male personal care is the appearance-focused online community known as looksmaxxing. This group has been around for at least a decade, but social media has brought it back into the spotlight again. The movement includes people who push extreme actions to look more attractive.
Xu warns that while social media has increased appearance standards for men, it has also made men more empowered to take control of how they show up in the world. His view is that makeup for men fits into this desire for subtle enhancement when done right.
Generational divides
Some older men still aren’t fully on board with incorporating makeup into routines. Many grew up where anything beyond basic grooming wasn’t encouraged. Historically, male grooming products were marketed with hyper-masculine packaging—dark colors and tough language to make them seem “safe” for men. Younger generations are pushing back against this style.
Xu notes that men might not like saying they wear makeup, but they’ll say things like “I use a tinted moisturizer” or “I use something for redness.” Because of lingering ideas around the word “makeup,” some brands target education, subtle results, and clear benefits instead of leaning into the label.
What they want
Straight men embracing makeup is still early. Xu says that when “your average Joe” proudly says he’s wearing concealer, that is when a real shift will have come.
Men want explanations about what products do, how to apply them, and what results to expect. Clear, simple messaging resonates. Subtlety matters too. Most men aren’t after dramatic changes. They want to reduce redness, cut shine, and brighten tired eyes. The growth he sees isn’t about heavy makeup. It’s about looking better in a way that others might not even notice.
Credibility matters as well. When products are lightweight, breathable, and clinically tested, it helps remove fear around using them. That’s where the future growth lies.
