Thread by @FinFloww

Men's makeup industry is growing rapidly in India

But when men find it taboo, how is it growing?

The crazy part? Men’s beauty industry has already reached $2.1 Billion and is growing at an annual rate of 7.2%

Thread: How men's makeup is taking the cosmetic industry by storm🧵

Makeup for men isn’t a new concept.

Men and makeup had a relationship since the Vedic and Puranic periods.

Both men and women used a range of cosmetics and skincare products

— face masks, facial oils, and perfumed bath powders.

Even the Kama Sutra has suggested makeup sensual practice for men and women.

Until 18th century, men and women across the world used to wear makeup on a daily basis.

Beauty was always seen as a status symbol.

The ‘men don’t wear make-up’ trend came in when Beau Brummel started a movement to reject colourful male dresses and extravagant jewellery in favour of basic colours and a good tailored fit.

Manliness became less about the flowery showy stuff and more about the stark basics.

Hence, men’s makeup became a thing for theatre artists and movie actors only.

The men’s grooming industry has come a long way.

From being a category that was not even considered an entity, it has become a billion dollar industry in India.

It started in early 2005 with the launch of Fair and Handsome, which gained popularity among middle aged men.

Then came face washes and hair gels which were adopted by the younger generation.

Then in 2015, new brands like Beardo, Bombay Shaving Company, Lets Shave, and Svish entered the market, expanding the segment beyond beard care products.

All of these product lines still hadn’t entered the taboo of makeup and skincare yet.

It all began with the COVID-19 pandemic.

The men who used to see their faces once or twice in the mirror had to see it 24x7 when in online meetings.

They become conscious of how they look on the screen.

And started looking for solutions. Hence, skincare for men became popular.

For the generation that has grown up with smartphones in their hands, presentation is everything.

People are taking selfies, making Vlogs, and Instagram reels

— meaning you always need to be camera ready.

And now we have entered the men’s makeup market of the beauty industry.

Cosmetic companies have been trying to rope men into the makeup market segment for the last 50 years.

All they needed was to make makeup fashionable for men.

And marketing geniuses have made it happen because they have caught onto the vulnerability of men.

Men are now becoming conscious of their looks more so than ever.

They are going to gyms, taking care of their skin and making sure that they are always well groomed.

But why now?

You see, as women became more educated, and started earning their own money, they became independent.

And Independence gives you certain choices

— like choosing your partner.

Earlier women rarely had a choice in the matter, their partners were sought out by their family and relatives.

And the main criteria for selection was whether the man can provide and take care of his family or not. Looks were considered but they were not a high priority.

But now when women can finance themselves, they don’t particularly look for a partner who can only provide for them.

hey look for personality, looks and a lot more.

The whole dating industry first begins with — how you look.

Getting fewer matches on Tinder, Bumble or Hinge created an insecurity in men about their looks and height.

Hence, it was time for some
— Beauty for the boys

The men’s make up market taps into:

→ Lighter Skin
→ Dark Circle
→ Acnes & pimples

Over the last 5 years, Google searches around men’s makeup and skincare routine have increased by 400% worldwide.

In China, Japan & Korea the craze for male beauty is so high that the supply is not able to meet the demands for men’s makeup products.

Men are trying every trick in the book to put their best face forward and are becoming open to trying new cosmetic products.

Most of the growth seen in this industry has been within non-binary, metrosexual, and the LGBTQ community.

For a lot of heterosexual men, the stereotype of makeup being feminine still exists.

Unlike women, men don’t talk about their grooming habits, they don’t compliment other men if they look good.

Most women look completely changed with some applied makeup.

While makeup for women is seen as the extension of her beauty.

For men, it is often seen as unmanly.

So to play off the taboo of makeup for men, many brands market their cosmetic products as solutions to the problem and not as makeup.

E.g. You have dark circles and want to get rid of them? Here, apply this.

Brands like War Paint are trying to appeal the masculine men by offering discreet packaging and standard branding that appeals to men.