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What does it take to sell makeup to men?
Feb 11, 2025
In 2025, masculinity is being redefined, with makeup becoming mainstream for men. The podcast explores shifting attitudes towards men's grooming, showcasing the rise of Direct-to-Consumer brands catering to male beauty needs. It reveals how India has emerged as a leading market for men's beauty products while discussing the tension between modern acceptance and traditional masculine perceptions. Tune in to discover how far the industry has come and the challenges it still faces in breaking down old stereotypes.
10:43
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Quick takeaways
- The men’s grooming market has rapidly evolved, now encompassing makeup like concealers, reflecting growing acceptance of beauty products for men.
- Despite increasing interest in male-targeted cosmetics, brands still often reinforce traditional masculinity in their marketing strategies.
Deep dives
Evolution of Men's Grooming Products
The men's grooming market has significantly expanded, moving beyond traditional products to include cosmetics like concealers and serums. This shift can be traced back to success stories of direct-to-consumer brands like Beardo, which popularized beard oils and disrupted established norms in the industry. In 2022, the Indian men's grooming market generated $12 billion and is projected to double by 2030, reflecting a growing acceptance of male-centric beauty products. Despite this expansion, brands often still package products to appear 'masculine,' targeting ingrained cultural perceptions about masculinity.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode