Marketing Makeup for Men

Makeup for men is gaining increased marketing attention worldwide. "Makup for men is a thing now" read the headline on MarketWatch last August, and it's even more of a thing in 2018.

For instance, David Beckham has a new men's grooming brand, House 99, marketed by L'Oreal. Just launched--and already its Facebook page has more than 11k followers.

MMUK Man opened the first retail store specifically for men's skin-care products only a few months ago. The five-year-old brand is growing rapidly and showing bigger brands that this is a niche worth watching.

Another startup, Ava-J, is also leveraging men's interest in skin care by marketing grooming products and looking for boutique distribution, not supermarket distribution.

Cosmetics for men are a major trend in China these days, where global brands like L'Oreal, Nivea, and Clinique are especially prized.

Watch for more major brands to launch product lines targeting men and create distribution deals to ensure that men know where they can find these new products in retail channels.