1 in 3 British Men Will be Wearing Make Up by 2020

9th Jul 2019 | By Ellie Gaudiosi
Close up of male model applying eyebrow gel

Male grooming has been on the rise in recent years, with more and more men opting to book in for salon treatments such as HD Brows, waxing and threading. However, as we continue to break down traditional gender stereotypes and prejudices, more men than ever before are reaching for cosmetics in their daily regime.

A study carried out by male make up range MMUK Man predicts that 1 in 3 British men will be wearing cosmetics by 2020. In fact, Business Wire estimates that the global male grooming market is set to reach $78.6 billion by 2023. It’s the millennials driving this trend, with men aged 19-30 the most likely to wear make up.

We think it’s great news that male grooming and beauty are no longer the taboo they used to be. If some of your male clients are looking to dabble in the world of make up, here are the top 3 cosmetic products that guys are currently reaching for.


Concealer has long been the secret weapon in many a make up bag. Early Monday morning in the office? Late night out on the town? There’s nothing that your trusty concealer can’t fix, so it’s no wonder guys are loving its magical correcting powers.

Brow gel

Males tend to have full, bushy brows with thick, coarse hair, so tidying up those stray hairs has been commonplace in male grooming for years. Brushing a clear eyebrow gel through helps to keep unruly hairs in place all day long, without creating a look that is too polished (if you’re going for the natural look, that is).

Beard filler

The male grooming market may be booming, but there’s one sector that has taken a hit in recent years: shaving. The rise of the beard saw a 6% decline in shaving product sales last year, with the number of clean shaven men falling by 20% in the last 5 years. However, that now means there’s more guys than ever before looking for products to help perfect their beard.

The MMUK study found beard filler to be one of the most popular male cosmetics. While this product category is still quite niche, a tinted eyebrow gel will do the same job. It can even out colour, add the appearance of volume and set hairs in place.

Guys, if make up is part of your daily regime, what are your favourite products?

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