Male cosmetics

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Male cosmetics include all cosmetic products marketed towards men, such as makeup, skincare products, hair care products, body care products, sun care products, perfumes, and other decorative cosmetics.

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Historical use of cosmetics

As early as 4000 BC, makeup played an important role in ancient Egyptian culture. Men painted black pigments on their eyes to create cat-eye designs that were considered attractive and a symbol of wealth and status. [1] Ancient Egyptians believed that green eye shadow could invoke the god Horus to fight harmful diseases. [1]

Men are known to have used cosmetics in Roman times, although it was frowned upon by society. Men seen carrying mirrors were viewed as effeminate, while those using face-whitening makeup were thought to be immoral because they were expected to be tanned from working outside. Two of the more acceptable practices were the light use of certain perfumes and moderate hair removal. A man removing too much hair was viewed as effeminate, while removing too little made him seem unrefined. [2] The Romans found it especially inappropriate for an emperor to be vain, as was apparently the case with the Emperor Otho. [3] The Emperor Elagabalus removed all of his body hair and often donned makeup, which caused the Romans much grief. [4]

During the reign of Queen Elizabeth I, cosmetics were very popular among men, as they valued ghostly, powdered skin. [1] In this era, due to the chemical makeup of the substances used, cosmetics often caused serious health problems, including premature death. [1]

Japanese woodblock print by Torii Tadakiyo depicting an actor in kumadori kabuki makeup. Kabuki-makeup.PNG
Japanese woodblock print by Torii Tadakiyo depicting an actor in kumadori kabuki makeup.

With the advent of modern film making in the United States in the 1930s, men's hair and cosmetics re-emerged in the public eye. [1] However, men's beauty products were relatively non-existent on the market until the end of the 1990s. [5] Only a few brands were interested in producing men's cosmetics because it was regarded as a niche market. [6] Male cosmetics are not as widely accepted as female cosmetics; only 17% of men think that makeup products are important in daily life. Nevertheless, 97% of men use skincare products. [6]

Kabuki

Kabuki is a traditional Japanese art performance. It involves elaborately designed costumes, eye-catching makeup, outlandish wigs and exaggerated actions performed by the actors. [7] Kabuki was originally performed by women but beginning in 1629, only male actors were permitted to perform kabuki. Kabuki actors apply oil and wax to their faces to help cosmetics stick to the skin. [7] Then they put on a thick white cosmetic called oshiroi that covers their entire face. [7] Oshiroi is made of rice flour and uses slightly different shades of white depending on the age, type, and gender of the character. [7] On a cosmetically made white face, red and black lines are used to outline the eyes and mouth. Different shapes are used for male and female characters. [7]

For certain characters, there is a special makeup style called kumadori. Kumadori consists of dramatic lines and shapes of different colors, each representing a different emotional quality. [8] The most commonly used colors are dark red, representing anger, passion or cruelty, and dark blue for sadness or depression. Other common colors are pink, representing youth or happiness; light blue or green, representing calmness; purple, for the aristocracy, and brown for selfishness. There are about a hundred different mask-like kumadori makeup styles.

Male consumers of cosmetics

Age group

Aside from traditional use and use in the arts, research shows that young men who are between 18 and 34 years old are more likely to use cosmetics. [9]

Males using cosmetics

Male cosmetics were originally targeted towards homosexual men, however, market research revealed that only a third of male cosmetic consumers were gay. [10] Some men use beauty products to cover perceived flaws on their faces, such as acne marks and freckles. [11] Additionally, some men use cosmetics to boost their physical appearance. [12]

Makeup is frequently used by male stage performers and movie actors. [11] Intensive makeup might be used to produce a zombie-effect, aging or other special effects, for a movie. [11] Although using makeup can be time-intensive, it saves time and cost compared to the use of computer-driven special effects and can be more visually appealing to the audience. [13]

With the number of aging populations around the world continually increasing, older men are also turning towards cosmetics to slow the appearance of physical aging effects. [13] Many of these effects include wrinkles, age spots, dry skin, uneven skin tone, and even hair damage; the appearance of all of these can be reduced by the use of cosmetics. [13]

Branding and packaging of male cosmetics

Several cosmetics and skincare brands have developed products specifically for men's skin, such as Nivea, Chanel, Tom Ford, and Adidas. Nivea is the most popular brand for men with 34.4%, followed by L’Oréal with 21.9%. [5]

The packaging of male cosmetics is generally simple. The colors are mainly blue, green, grey, white or black. Compared to women's cosmetics, there are fewer bright colors such as pink, red and purple. [14] These design choices aim to attract male customers, whilst reducing the resistance of male customers to cosmetics, breaking the belief that cosmetics are for women only. [5]

Also, cosmetics companies produce cosmetics tailored to the preferences of men in different regions. [15] For example, Revlon has launched a Middle Eastern collection, and Ferrari has developed a traditional Middle Eastern fragrance, taking into account local consumer preferences. [16]

Men working in the cosmetics industry

Gender balance in the cosmetics industry

Although most cosmetics consumers are women, the majority of executives within cosmetics companies are men. [17] Many large beauty companies have few female representatives on their boards or senior management teams. [17] For instance, the leadership team of the cosmetics giant Revlon, as well as the leadership team of Bath and Body Works and the luxury goods group LVMH (with brands such as Makeup For Ever, Fresh and Benefit Cosmetics), consist mainly of males. [17] In comparison, the board of Estée Lauder is almost balanced, but the number of women in administrative positions throughout the company is relatively small. [17] Overall, women account for 34% of the board of directors of personal care companies and 24% of all executive positions. While this ratio may be more equitable than other industries, it is not yet reflective of the cosmetics market or society at large. [17]

Male cosmetics bloggers and celebrities

The number of male beauty bloggers on YouTube is also growing. [18] Makeup male bloggers will evaluate cosmetics and provide makeup tutorials and advertise products. The most famous male beauty bloggers in the United States are Patrick Starr and James Charles. [11]

One of the most prominent male cosmetic celebrities is a Chinese streamer named Li Jiaqi. Jiaqi tests lipsticks and analyses the colour and texture of each lipstick for a large audience. [19] On November 11, 2018, Li Jiaqi sold lipsticks live, selling 15,000 units in five minutes. [19]

Men’s cosmetic market size and growth

When compared to other industries, the global cosmetics and beauty products industry is rather impervious to economic depression or expansion. Economic ups and downs have affected trends within the global industry in recent years; however, the sales volume has maintained relatively constant. [20] In the case of a recession, the sales of cosmetics are generally maintained at a certain steady floor. In 2017, the global cosmetics market value was US$523.43 billion. [20] It is expected to reach a market value of US$805.61 billion by 2023 and a compound annual growth rate of 7.14% from 2018 to 2023. [20] The increase in male beauty awareness is a major factor driving the growth of the global market.

During the period from 2018 to 2023, the global men's beauty products market is expected to grow at a rate of 5.23%. [21]

See also

Related Research Articles

<span class="mw-page-title-main">Cosmetics</span> Substances applied to the body to change appearance or fragrance

Cosmetics are composed of mixtures of chemical compounds derived from either natural sources or synthetically created ones. Cosmetics have various purposes, including personal and skin care. They can also be used to conceal blemishes and enhance natural features. Makeup can also add colour to a person's face, enhance a person's features or change the appearance of the face entirely to resemble a different person, creature, or object.

<span class="mw-page-title-main">The Estée Lauder Companies</span> American multinational cosmetics company

The Estée Lauder Companies Inc. is an American multinational cosmetics company, a manufacturer and marketer of makeup, skincare, perfume, and hair care products, based in Midtown Manhattan, New York City. It is the second largest cosmetics company in the world after L'Oréal. The company owns a diverse portfolio of brands, including La Mer, Jo Malone London, Clinique and Tom Ford Beauty, among many more, distributed internationally through both digital commerce and retail channels.

<span class="mw-page-title-main">L'Oréal</span> French multinational cosmetics and beauty company

L'Oréal S.A. is a French multinational personal care corporation registered in Paris and headquartered in Clichy, Hauts-de-Seine. It is the world's largest cosmetics company, with activities spanning skin care, sun protection, make-up, perfume, hair care and hair color.

Max Factor is a line of cosmetics from Coty, founded in 1909 as Max Factor & Company by Maksymilian Faktorowicz.

Lancôme is a French perfume and cosmetics house that distributes products internationally. Lancôme is part of L'Oréal which is its parent company and offers skin care, fragrances, and makeup.

<span class="mw-page-title-main">Lipstick</span> Cosmetic for coloring the lip

Lipstick is a cosmetic product used to apply coloration and texture to lips, often made of wax and oil. Different pigments are used to produce color, and minerals such as silica may be used to provide texture. The use of lipstick dates back to early civilizations such as Sumer and the Indus Valley Civilisation, and was popularized in the Western world in the 16th century. Some lipsticks contain traces of toxic materials, such as lead and PFAS, which prompted health concerns and regulation.

<span class="mw-page-title-main">Shiseido</span> Japanese cosmetics producer

Shiseido Company, Limited is a Japanese multinational cosmetic company founded in Tokyo, Japan in 1872. Its product categories consist of: skin care, makeup, body care, hair care, and fragrances. The company is one of the oldest cosmetic companies in the world and celebrated its 150th anniversary in 2022. It is the largest cosmetic firm in Japan and the fifth largest cosmetic company in the world. In Japan, Shiseido is available at cosmetic counters at selected department stores and most pharmacies. The company owns numerous brands and subsidiaries worldwide, in addition to its founding label. The company is headquartered in Tokyo, and is traded on the Tokyo Stock Exchange, where it is a constituent of the Nikkei 225 and TOPIX Large70 indices.

<span class="mw-page-title-main">Parfums Christian Dior</span> French perfume and cosmetics line

Parfums Christian Dior is the perfumery and cosmetics line of the French fashion house, Christian Dior SE. However, the line belongs to the perfumes and cosmetics portfolio of the world's largest luxury group, the LVMH Group. Nevertheless, both Christian Dior SE and LVMH are headed by chairman Bernard Arnault, and Christian Dior SE is the major shareholder of LVMH.

Laneige is a South Korean cosmetics brand launched by Amore Pacific in 1994. Its name comes from the French "la neige", which translates to "the snow". The brand's flagship products include its Water Bank skin care line, Water Sleeping Mask, BB Cushion foundation and two-tone lipsticks.

<span class="mw-page-title-main">History of cosmetics</span>

The history of cosmetics spans at least 7,000 years and is present in almost every society on earth. Cosmetic body art is argued to have been the earliest form of a ritual in human culture. The evidence for this comes in the form of utilised red mineral pigments including crayons associated with the emergence of Homo sapiens in Africa. Cosmetics are mentioned in the Old Testament—2 Kings 9:30 where Jezebel painted her eyelids—approximately 840 BC—and the book of Esther describes various beauty treatments as well.

<span class="mw-page-title-main">Ingredients of cosmetics</span> Ingredients used in makeup

Cosmetics ingredients come from a variety of sources but, unlike the ingredients of food, are often not considered by most consumers. Cosmetics often use vibrant colors that are derived from a wide variety of sources, ranging from crushed insects to rust.

e.l.f. American cosmetics brand

e.l.f. Beauty, Inc. is an American cosmetics brand based in Oakland, California. It was founded by Joseph Shamah and Scott Vincent Borba in 2004. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara, among others.

<span class="mw-page-title-main">Cosmetic industry</span> Industry that manufactures and distributes cosmetic products

The cosmetic industry describes the industry that manufactures and distributes cosmetic products. These include colour cosmetics, like foundation and mascara, skincare such as moisturisers and cleansers, haircare such as shampoos, conditioners and hair colours, and toiletries such as bubble bath and soap. The manufacturing industry is dominated by a small number of multinational corporations that originated in the early 20th century, but the distribution and sale of cosmetics is spread among a wide range of different businesses. Cosmetics must be safe when customers use them in accordance with the label's instructions or in the conventional or expected manner. One measure a producer may take to guarantee the safety of a cosmetic product is product testing. FDA occasionally does testing as part of its research program or when looking into potential safety issues with a product. Both the cosmetics business and consumers can benefit from the FDA's resources on product testing.

<span class="mw-page-title-main">Cosmetics in Korea</span>

Cosmetics have been used in Korea since antiquity. Today, cosmetics are an important industry in South Korea.

<span class="mw-page-title-main">Korean beauty standards</span>

Korean beauty standards have become a well-known feature of Korean culture. In 2015, a global survey by the International Society of Aesthetic Plastic Surgeons placed South Korea in the top ten of countries who had the highest rate of cosmetic surgeries.

<span class="mw-page-title-main">K-beauty</span> Umbrella term for skin-care products that derive from South Korea

K-beauty is an umbrella term for skincare products that are derived from South Korea. The fad gained popularity worldwide, especially in East Asia, Southeast Asia, South Asia, and the Western world, and focuses on health, hydration, and an emphasis on brightening effects.

Male grooming refers to men paying attention to fashion and enhancing their own appearance. This interest has become increasingly apparent in popular culture.

Lime Crime is an American cosmetics brand that was founded and launched by Doe Deere. The brand is well known in the beauty community for its eccentric and colourful products, as well as the controversies surrounding Deere and the company. In addition, the brand was independently owned by Deere until its acquisition by Stacy Panagakis and the Tengram Capital Partners in 2018. Lime Crime is also certified as vegan and cruelty-free by both PETA and the Leaping Bunny. The brand is currently stocked at retailers such as ASOS, Revolve, Cult Beauty, Ulta and Bloomingdale's.

Nyma Tang is an American beauty vlogger and activist against discrimination based on skin color and best known for her YouTube channel of the same name. She gained online popularity in 2017 for her YouTube series The Darkest Shade, in which she reviews the darkest shades of products from different makeup brands and highlights the under-representation of deeper skin tones in the beauty industry.

C-beauty, or Chinese beauty is an umbrella term encompassing contemporary beauty products, practises, and ideals originating from China. China has the second largest beauty market in the world, after the United States. Common C-beauty products include cosmetics, skin care, hair care, perfumes, and nail art. C-beauty often incorporates influences from traditional Chinese medicine and Chinese art.

References

  1. 1 2 3 4 5 "From 4000 BCE to Today: The Fascinating History of Men and Makeup". Byrdie. Retrieved 2019-05-26.
  2. ↑ Stewart, Susan. Cosmetics & Perfumes in the Roman World. Gloucestershire: Tempus, 2007, pp. 82-95.
  3. ↑ Juvenal, Satires, 2.99-101.
  4. ↑ Cassius Dio, Roman History 80.14.4.
  5. 1 2 3 Audrey, Blanchin (23 May 2019). "The customer behaviour in the men's cosmetics market" (PDF). S2CID   13420465. Archived from the original (PDF) on 26 February 2019.{{cite journal}}: Cite journal requires |journal= (help)
  6. 1 2 Chave, John (2017). "Consumer Insights" (PDF).
  7. 1 2 3 4 5 "Kabuki". www.japan-guide.com. Retrieved 2019-05-16.
  8. ↑ "The Kabuki Story". www.fragrancex.com. Archived from the original on 2019-06-04. Retrieved 2019-05-16.
  9. ↑ "Acceptability of men to use certain cosmetic products, by age group 2013 | Statistic". Statista. Retrieved 2019-05-12.
  10. ↑ "Is the taboo around male make-up disappearing?". BBC News. 17 November 2017.
  11. 1 2 3 4 Thomas, Daniel (17 Nov 2017). "Is the taboo around male make-up disappearing?" . Retrieved 2019-05-12.
  12. ↑ "Being Beautiful or Handsome is Easier Than You Think! | Psychology Today United Kingdom".
  13. 1 2 3 "Global Cosmetics Products Market expected to reach USD 805.61 billion by 2023 - Reuters". www.reuters.com. Archived from the original on 2018-06-01. Retrieved 2019-05-27.
  14. ↑ "What is your skin tone? | Paula's Choice".
  15. ↑ "Men's Grooming Products Market Rising Popularity in 2019, Global Insights, Key Developments of Products, Top Brands (Beiersdorf, Kroger) and Forecast Till 2023 - Reuters". www.reuters.com. Archived from the original on 2019-10-19. Retrieved 2019-05-27.
  16. ↑ https://www.fox34.com/story/40837053/men-grooming-products-market-2019-global-industry-growth-analysis-segmentation-market-size-amp-growth [ dead link ]
  17. 1 2 3 4 5 Cheng, Michelle (2017-08-01). "Women Are Making Over The Beauty Industry's Boy's Club". FiveThirtyEight. Retrieved 2019-05-16.
  18. ↑ "Five male beauty bloggers taking over the makeup industry you need to follow". The Independent. 2018-06-01. Retrieved 2019-12-12.
  19. 1 2 运营研究社 (2019-03-13). "5分钟卖出15000支口红，"口红一哥"李佳琦有何带货秘密？". 华尔街见闻. Retrieved 2019-06-06.
  20. 1 2 3 "Global Cosmetics Products Market expected to reach USD 805.61 billion by 2023 - Reuters". www.reuters.com. Archived from the original on 2018-06-01. Retrieved 2019-05-27.
  21. ↑ "Men's Grooming Products Market Rising Popularity in 2019, Global Insights, Key Developments of Products, Top Brands (Beiersdorf, Kroger) and Forecast Till 2023 - Reuters". www.reuters.com. Archived from the original on 2019-10-19. Retrieved 2019-05-12.

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