With Eastern influences – from K-pop stars to Korean skin care regimes – bleeding into the global mainstream, the female-centric beauty market is evolving to accommodate men. While brands are recruiting 

, there’s also a growing appreciation for the use of make-up to help men take care of their appearance. Take brands like 

, which are making beauty more accessible for men while at the same time normalising it in a nonchalant fashion.

Many men accept the need for proper grooming and skin care routines in their everyday lives. Even in India, interest in face-cleansing products grew 60-fold between 2009 and 2016 as a better physical appearance helps give men a boost in their professional ambitions. But with 

 in the UK and the US saying they feel pressure to look good, there’s a rising demand for services that help them feel more comfortable with their appearance. With research finding that 

 use personal care products to fight signs of ageing, the male beauty market is moving beyond razors and pomades into a space that addresses the needs of an increasingly image-conscious consumer.

The traditionally female-focused make-up market is steadily opening up to a new demographic – but what are the driving forces behind the male beauty movement? Canvas8 spoke to David Yi, the founder of Very Good Light, to understand how brands can tap into men’s growing interest in cosmetics.

How beauty brands can become male-friendly

Selling cheaper copies of celebrity fashion with breakneck turnarounds in trends has transformed Boohoo from a market stall to a high-street powerhouse. And since it has diversified into menswear with BoohooMAN, it is helping to redefine how young men buy clothes.

BoohooMAN: fast fashion for trendy men

Perfumes are outselling most beauty categories, as people are drawn to them for their immersive appeal, emotional connection, and sense of luxury. Scent can be a powerful way to connect with people, from sparking memories of the past to building new relationships that will last.

Scent Connections

After a drastic makeover went viral, Westerners flocked to Xiaohongshu (also known as Red), a Chinese social networking app, in search of makeover tips. They’ve also delighted in Red users’ honest but not unkind feedback, a byproduct of Chinese culture that is seeing growing appreciation globally.

Why Xiaohongshu’s Chinese users are consulted for frank makeovers

Charlotte Tilbury is hosting a pop-up in London, UK, to launch her 'mood-boosting' fragrance collection. As consumer expectations around in-store offerings increase, brands are using personalisation and sensory immersion to help facilitate discovery and engagement. 

Charlotte Tilbury pop-up offers sensory immersion

Skincare enthusiasts are taking an interest in preventative care to avoid the appearance of aging, even starting as young as their teens, in some extreme cases. Canvas8 spoke to nine Americans to find out how and why they’re incorporating anti-aging products into their skincare regimens.

How are Americans using anti-aging products?

While a fresh generation of age-positive advocates is making headlines, an obsession with anti-ageing remains pervasive – even among children and young teenagers. Canvas8 spoke to seven Britons about their beauty purchase decisions and how they integrate anti-ageing products into their regimens.

How are Britons using anti-ageing products? 

As the beauty industry becomes more global and connected than ever before, people are becoming more appreciative of local and insider knowledge over generic offerings. As a result, people are gravitating towards brands that are more narrowly focused on local communities and needs – paradoxically catapulting them into global fame.

Local Glow Up 

Driven by online trends and societal pressure, Gen Alphas aren’t just raiding their Mum’s make-up bag but filling their own with products that aren’t designed for them. A generation growing up chronically online, Alphas are being subjected to an unhealthy amount of pressure regarding their appearance, manifesting in a potentially controversial interest in skincare and beauty.

Skincare Kids 

Despite the rise of embracing natural ageing among Gen Y and X, Gen Zers aren't adopting these attitudes. Driven by exposure to unregulated skincare information, AI filters, and toxic narratives around ageing online, they’re displaying worrying concerns about ageing and investing in elaborate skincare routines to delay signs of getting older.

Anti-Ageing Woes

How has anti-ageing skincare become an obsession for Gen Zers? What drives Gen Apha’s interest in beauty, and what’s behind the #Sephorakids stereotypes? Why are hyper-local brands winning big on the global market? And how has contemporary perfumery risen to the top of the beauty sector?

Beauty Sector Snapshot: May 2024

Skintellectuals are becoming increasingly educated on product efficacy and are aware that tech-led devices can deliver tangible results. With AI-powered technology and being first to market for affordable devices, GESKE is helping consumers transform their skin in an era of ultra-personalised beauty.

How GESKE is leveraging tech for personalised skincare

Maataso stands out from her fellow J-beauty influencers by downplaying her looks with refreshing hilarity, maintaining relatability even after undergoing trendy plastic surgery. Her fans' positive response says a lot about Japanese beauty ideals and her talents as an entertaining Mom YouTuber.

Why Maataso glamourises the ‘ugly’ parts of J-beauty

Wyn Beauty is a sports-backed cosmetics brand recently launched by tennis champion Serena Williams. With the cosmetics space increasingly dominated by celebrities, Wyn Beauty aims to go beyond mere aesthetics and create functional products that cater to active, on-the-go lifestyles.

Wyn Beauty meets needs of functional-first beauty buffs

Dove Men+Care has launched a new product to tap into skyrocketing interest from male consumers in whole-body deodorant. Research shows that men feel uncomfortable talking about their personal hygiene, and the release supports personal care with an understated and pragmatic offer.



Dove launches whole body deodorant as hygiene norms shift

Brands are using paparazzi shots as marketing tools, blurring the line between authentic endorsement and calculated promo. This trend taps into our fascination with celeb culture and fits into a wider blurring of reality, from AI shaking up truth to curated 'authenticity' on social media.

Paparazzi shots as marketing blur reality and fiction

Beauty brand Sally Hansen has unveiled its first-ever male-led partnership with basketball player Jared McCain. As expectations of masculinity continue to shift, brands can partner with male athletes and icons who can champion new and inclusive archetypes of masculinity.

Sally Hansen's beauty campaign champions male icon

British Beauty buyers are overwhelmed with choice – something compounded by the need to juggle self-care with high living costs. Beauty Pie hits the sweet spot for UK beauty enthusiasts by lining up peer-reviewed products at factory prices, creating a loyal and engaged online community.

How Beauty Pie makes expert beauty a low-cost luxury

Chinese personal care brand Hi!Papa has gained success by filling a vacuum in the market between all-in-one infant/baby products and teen/adult skincare and cosmetics. How did it tap into the broader kids’ skincare and cosmetics trend, and what can brands learn from this?

How Hi!Papa invites Chinese kids into playful skincare

While perfume has been around for nearly as long as humans, it is currently having a moment and outperforming sales of any other beauty products across the board. It seems like younger consumers can’t get enough of niche new fragrances and emerging scent brands. What’s behind perfume’s renaissance?

What’s behind perfume’s surge in popularity? 

Gen Z's widespread adoption of anti-ageing solutions suggests their willingness to embrace cosmetic procedures to pursue youthful appearances that align with their fast-paced lifestyles. Are these procedures becoming as commonplace as beauty rituals, and what implications does this hold?

Why are Indian Gen Zers embracing cosmetic procedures?

As demonstrated by the #Sephorakids movement online, Gen Alpha are using adult skincare products that risk damaging their skin. Evereden is a mum-and-baby care brand that offers children-friendly products, allowing children to experiment with skincare while sheltering them from potential harm.

Evereden offers kid-friendly skincare for Gen Alpha

Beauty products have become one of Indonesia's fastest-growing markets and businesses in the last few years. However, local brands used to have less access to expand their market. Sociolla emerged as an e-commerce platform bridging the gap between beauty brand enthusiasts and the brands themselves.

How Sociolla blends Indonesian quality into global beauty

Excelling at both product innovation and viral marketing, Topicals is a global beauty force to be reckoned with. Serving a diverse market of Gen Zers, the brand is lauded for its representation of those with ‘imperfect’ skin and its hyper-relevant cultural conversations around skin neutrality.

How Topicals highlights diverse beauty through viral UGC

Amid rising climate anxiety, consumers are calling for brands to be more eco-conscious, socially responsible, and evidence-based. This is leading beauty brands to innovate with climate-adaptive products, which offer skincare solutions that counter harsh weather and give consumers peace of mind.

Why beauty brands are making climate-adaptive products

Consumers are embracing fragrance-led journeys and scent-infused rituals, leading many to seek out brands that satisfy their aromatic appetites. With the power of scent driving emotional connections, Jo Malone is helping buyers infuse meaningful fragrance moments into their lives.

How Jo Malone became a coveted fragrance companion

Nature Spell’s Rosemary Oil for Hair Growth was dreamt up by two sisters from London who cared about clean beauty and wanted to share Indian hair oiling techniques with British customers. How did this small family business result in a TikTok sensation and a product that is a beauty bestseller?

How Nature Spell has brought Indian beauty to Britons

Dove has launched a campaign to address the trend of teen and tween girls adopting anti-aging measures prematurely. Beauty trends on social media have the opportunity to turn toxic quickly, and parents are looking for brands to help Gen Alphas develop healthy, age-appropriate skincare habits.

Dove tackles Gen Alpha skincare anxieties

Foreigners are turning to Chinese netizens on Xiaohongshu for makeover advice with the 听劝 trend. Chinese users act as mentors for global users, offering hyper-local knowledge and deepening the intercultural exchange that has been booming in the beauty industry, with local heritage taking precedence.

Chinese netizens are giving cross-cultural beauty advice

Parlon, a Filipino beauty and tech platform, makes self-care easy by hosting over 500 wellness service providers. By catering to Filipinos’ health and wellness priorities post-pandemic, it is a one-stop shop for beauty enthusiasts and helps independent salons with digital operations.

Why Parlon digitises the Filipino beauty salon experience

The international impact of Thai pop culture through movies, series, and other media has been an exciting breakthrough for Southeast Asia. Making waves on the internet now is Thai beauty, catching eyes and turning heads with a distinct makeup style and affordable cosmetics.

Thai beauty's secret to going global? Focusing on local shoppers

DTC razor brand Billie has launched a campaign celebrating 'unexpected reasons to shave' – looking to reframe shaving body hair as a choice rather than an obligation. As norms around women's body hair change, many are reevaluating the positives and negatives of their relationship with shaving.

Billie's 'reasons to shave' reframes shaving as a joy

In India's thriving luxury beauty sector, Bollywood biggie Deepika Padukone's skincare venture, 82°E, aims to seize attention. Despite facing pricing and communication challenges, star power and a focus on sustainability have boosted visibility, but the question remains – is it enough for success?

How 82°E associates Indian skincare with celebrity status

Grupo Boticário is addressing the challenges of limited dexterity with free accessories that transform its products to be more ergonomically suited for people with physical disabilities. Beauty brands globally are starting to design inclusively, but more work is still needed for true universality.

Grupo Boticário boosts access with cosmetic accessories

Gen Zers work out more than previous generations, and they’re also more invested in skincare. With #Gymskincareroutine receiving millions of views on TikTok and fitness influencers sharing their gym routines, how is this merger of skincare and fitness influencing Gen Zers’ self-care habits?

How are Gen Z fitness buffs upgrading their skincare?

Consumer skepticism has seen an array of celebrity beauty brands develop a less-than-favorable reputation. However, invested consideration from emerging players such as Rhode by Hailey Bieber has been shown to win over beauty buffs in an oversaturated market, carving out a blueprint for success.

How Rhode uses star power to win over young beauty buffs

Men are ready to express themselves through beauty – and Obayaty is here to provide the tools to just do that. The new-gen brand is pushing aside basic skincare products and is filling a gap in the market for practical-meets-playful make-up that gives those who identify as male a creative outlet.

Why Obayaty adds personal color to masculine beauty

Minimal make-up aesthetics have given way to no-make-up trends, characterised by consumers eschewing colour cosmetics to focus on skin and hair health. What’s fuelled this seismic skincare and beauty shift and how can brands communicate with a new, more informed consumer?

What’s driving the rise in minimal/zero make-up?

Amid China’s booming beauty market, there’s still a notable gap in mature beauty options. Brands face the task of appealing to the country’s thriving multi-billion dollar silver economy – the ageing who are digitally savvy, financially able, and discerning in their expenses.

‘Mom beauty’: the self-care boom among Chinese Gen Xers

Pharmacies have been one of France’s best-kept secrets for centuries, but now a spike in public awareness has turned the country into a sought-after tourist destination, ignited by social media and the viral hashtag #frenchpharmacies. What’s driving this interest in the country’s skincare industry?

What’s driving global fascination with French pharmacies?

A TikTok trend chronicling the behavior of ‘Sephora Kids’ is stoking conversation about the pressure felt by teens and preteens to adhere to conventional beauty standards. People are increasingly calling out beauty brands for their role in perpetuating negative body image.

#Sephorakids highlights unhealthy beauty standards

YSL has showcased its rewilding and ecofeminist efforts in Morocco. As consumers increasingly prioritize sustainability and value-driven choices, rewilding strategies help brands authentically engage in environmentally conscious initiatives that empower local communities and protect biodiversity.

YSL Beauty celebrates ten years of rewilding efforts

What happens when an established fragrance manufacturer teams up with one of Germany’s most popular social media influencers to launch a premium perfume brand? Selling out within hours of launching, Orodion demonstrates the impact of digital channels on the niche perfume category.

How Orodion is bringing premium scents to connoisseurs

Rapper A$AP Rocky is collaborating with his partner Rihanna’s beauty brand Fenty to promote lip balm for both men and women. As more male role models unapologetically play with gender expectations in beauty and fashion, perceptions of mainstream masculinity are broadening and evolving.

A$AP Rocky x Fenty hypes masculine cosmetics

Shiseido debuted a digital tool at CES 2024 that employs AR to provide users with precise, step-by-step skincare instructions. Not only is it offering personalised beauty coaching, but it is also busting myth-busting common beauty misconceptions to help people get the most out of their routines.

Shiseido introduces AR-enabled skincare routines

In a world addressing environmental challenges, sustainable packaging has now become an essential choice for both brands and consumers. From refillable compacts to mushroom-derived boxes, beauty brands are now shifting away from traditional plastic packaging in response to consumer demand.

The rise of sustainable beauty packaging

LG Household & Health Care has debuted Ugly Lovely, a new cosmetics brand that repurposes ‘ugly’ foods into eco-friendly skincare ingredients. It’s offering Korean customers a refreshing spin on what it means to be ingredient-conscious in an increasingly crowded clean beauty landscape.

Ugly Lovely combines K-beauty with combating food waste

Embracing inclusivity by featuring models of all backgrounds, Indonesian makeup brand Mad for Makeup proudly showcases its struggles in building a people-first brand. Its unique meta-marketing strategy appeals to Gen Z, who desire involvement in lasting impacts on the notion of beauty.

How Mad For Makeup actively engages a halal beauty community

The Body Shop has become the first global beauty brand offering 100% vegan product formulations certified by The Vegan Society. With confusion and inconsistency around ESG terminology, as well as scepticism around greenwashing, transparency and clear communication can appeal to values-led consumers.

The Body Shop goes fully vegan on products

Dupes have been dominating every industry at the moment. The allure of finding a ‘dupe’ lies in obtaining a lower-priced item and discovering an alternative that offers comparable quality and value. How can brands take advantage of the dupe culture rather than being threatened by it?

How dupes help shoppers save and express status

Thai business mogul Anne Jakrajutatip (informally Anne JKN) appeals to the relevance of beauty pageants in today’s world by reforming Miss Universe qualifications. Her business ventures are testaments to controversies and advocacies surrounding gender and beauty in a socially conscious world.

Why Anne JKN fuses pageant legacy and inclusive beauty

Selena Gomez’s Rare Beauty is expanding its offerings to include body care products. With wellness becoming a central part of how people consume products and culture brands, Rare Beauty's diversification helps to elevate the brand's reach and encourages holistic care across the product line.

Rare Beauty expands beyond make-up with body care range

Indian-based Ayurveda brands have been transcending beyond their traditional medical sphere and venturing into beauty and personal care. With a growing appetite for Ayurvedic beauty, Kama Ayurveda has been positioning itself as the luxury brand to go to both inside and outside India.

How Kama Ayurveda makes luxury beauty from Indian roots

Ever heard of ‘Turkey teeth’? The practice of going overseas to undergo dental treatment has been increasing in popularity, particularly for Britons reliant on the cash-strapped NHS. But what other factors are driving this trend? And what do people interested in pursuing it have to look out for?

Why are Britons turning to dental tourism?

Founded by ex-beauty editor Brianna Arps, Moodeaux is a Black-owned fragrance brand aiming to disrupt the industry. It has responded to demands for scents that also work as a skincare product, enhancing the wearer's mood through fragrance while bolstering self-care practices.

Why Moodeaux uses scent to create emotional connections

First Nations businesses are leading the Australian beauty industry, blending local ingredients and eco-values for conscious consumers. Driven by a rising consumer preference for ethically sourced and culturally rich beauty products, are Australian beauty enthusiasts ready to embrace this evolution?

Australians are turning to Indigenous beauty brands – here’s why

Chanel hosted its Métiers d'Art fashion show in Manchester's Northern Quarter, celebrating the city's rich arts and cultural history. The event signifies a shift towards hyper-local activations, which allow brands to connect with consumers and instil a sense of local pride.

Chanel fuses global and local in Manchester fashion show

The UK’s ‘tweakment’ industry is thriving thanks to a combination of social media, the continued reliance on video calls post-pandemic, and celebrity culture. But in the face of the cost of living crisis and a potential crackdown on who can deliver treatments, what is the future of this sector?

What is the future of the ‘tweakment’ boom?

L'Oreal and the Perfume Shop have joined forces to introduce the UK's first multi-brand fragrance refill station. With fragrances high in demand, the innovation seeks to build brand loyalty by offering cost savings for repeat buyers and prioritising sustainable shopping options.

L'Oréal x Perfume Shop courts sustainable scent shoppers

The confluence of social media, nostalgic sentiment, and fast-moving trend cycles has triggered a resurgence of treat-related beauty marketing. For brands looking to capitalize, how can they ensure their messaging engages with specific and emotive elements while retaining a modern identity?

Why are so many beauty trends food-inspired?

Shanghai’s Yufo Temple has partnered with domestic fragrance brand Boitown to release a perfume range line exclusively for the temple. Young Chinese are turning to tradition and spirituality for comfort and wellbeing, leading brands to incorporate these elements into their offerings.

Yufo Temple offers visitors exclusive 'blessed scents' 

In a market dominated by international beauty brands, Filipino names such as Happy Skin, Issy, and Sunnies Face have gained traction beyond their homegrown roots thanks to their understanding of how to cater to diverse skin shades. What can be learnt from the growing reach of these brands?

What's behind the rise of Filipino beauty brands?

Advent calendars have traditionally been big business in retail, but with discretionary spending under pressure, people are expecting bigger bang for their buck. As budgets become tighter, people are yearning for a sense of control over what they're getting for their money.

Advent calendar shoppers want more value for their money

An image of Diptyque candles, candle holders and glassware on a table

It isn’t easy to capture both the mass and niche market within the fragrance sector, but Diptyque has done so while upholding its luxury brand codes. A conceptual scent offering and innovation – combined with heritage – have made the brand a go-to choice for cross-generational scent enthusiasts.

How Diptyque caters to niche scent enthusiasts 

Gen X women make up a growing and influential demographic in the beauty industry. Boasting high spending power and busy lifestyles, what kinds of products are they interested in? And given the sector’s traditional focus on youth, what can brands do to meet demands for ‘pro-ageing’ representation?

What do Gen X women want from beauty brands?

Clinique’s ‘almost-lipstick’ Black Honey has resurged in popularity thanks to a TikTok user who spotted it in a noughties movie. This enduring success showcases the brand’s ability to transcend fleeting trends, emphasising the power of nostalgia and cross-generational beauty fan favourites.

How Clinique’s Black Honey taps into beauty nostalgia 

On the back of Dove's #KeepTheGrey movement, the brand has launched products that help people embrace their natural grey hair. Alongside this, 'The First Grey' video campaign shows how embracing graceful ageing is empowering and tries to disrupt the anxiety young women feel about getting older.

Dove's short film disrupts anxiety around ageing

Beauty

“Beauty is just being your authentic self,” proclaims David Yi, founder of men’s beauty publication Very Good Light. “And beauty to the modern man is all about being confident.” Indeed, as the hyper-masculine and somewhat archaic narrative around what it means to be a man starts to disintegrate, the beauty industry is growing to cater to the ‘modern male’. Through moisturisers that promise to combat the signs of ageing and subscription boxes that keep hair loss at bay, global sales of men’s grooming products are predicted to reach $60.7 billion by 2020, up from $47.2 billion in 2015.

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