Makeup Advertising History

The Male Role in Makeup Advertising: Other Facts About Men Makeups Industry

Nowadays, cosmetics have become more and more gender-unrelated. And this social movement is showing in all kinds of advertisements via different media platforms. The Face Shop is not the only one who observes the social flow:

A YouTube video, named “Male Makeup – Natural & Flawless” by John Maclean owns a view count of over 1.6 million.

In L’Oreal’s official websites, it is written, “There is no single type of beauty; it is a multiple-faceted quality framed by different ethnic origins, aspirations, and expectations that reflect the world’s intrinsic diversity.” 


In October 2015, Shiseido’s short film "High School Girl?", owning 8 million views on YouTube, captured a bunch of “girls” in a classroom, who actually turned out to be boys with makeup. The film shows the process of boys transforming to girls and then back to boys, questioning people about the gender identity. The film even won the Grand Prix honors from the Epica Awards. 

The male beauty industry​ is growing rapidly: the male grooming market is valued at $6 billion in the U.S., and $33 billion globally; 43% of American men use skincare products, which are moisturizers, anti-aging creams, eye gels, luxury facial cleansers, and concealers. Famous companies like Estée Lauder, Clarins, and Kiehl's all have had men's skincare lines for years.

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