Add Yahoo as a preferred source to see more of our stories on Google. It would be too easy to hold Gen Z’s gender-fluid zeitgeist responsible for the advent of men’s makeup. Alas, it is not their ...

Add Yahoo as a preferred source to see more of our stories on Google. Jared Leto rocks "guyliner" and a bit of foundation while attending a screening of Morbius in California earlier this year. But ...

More than ever, people are giving the gender binary the middle finger. As millennials and Gen Z increasingly embrace a fluid understanding of gender, brands are taking notes, including those in an ...

It is a fact that 15% of heterosexual men (aged 18 to 65) in the US currently use male cosmetics and makeup. In addition, 17% of the surveyed males said they would consider using makeup in the future; ...

Today we see makeup as mainly used by women and in many work settings, women are expected to wear makeup and are considered unprofessional if they don’t. Why? It’s seen as a standard of looking “clean ...

TOKYO -- There's been an increase in men in Japan incorporating cosmetics into their daily grooming routines, focusing on skin care and light makeup to maintain a healthy-looking glow. The expansion ...

One beauty industry leader believes male makeup counters at pharmacies and department stores could be a reality by 2022. In an interview with the Daily Telegraph, Vismay Sharma, L’Oreal’s managing ...

Men’s makeup is emerging as one of beauty’s most lucrative growth areas, fueled by Gen Z men, social media and shifting attitudes toward masculinity. Global men's grooming sales are expected to climb ...

Much research has been devoted to understanding the effect of makeup on perceptions. Several studies using carefully controlled before and after photographs have found that women’s faces with makeup ...

Is the world ready for a men's makeup boom? It better be, because judging from the latest trends in Hollywood, we're already there. And no, it's not just queer men who are buying it all up. Research ...

It would be too easy to hold Gen Z’s gender-fluid zeitgeist responsible for the advent of men’s makeup. Alas, it is not their untouchable Western woke-ness that birthed a personal care market ...