Make-up for men has, arguably, remained as one of the beauty industry’s most challenging products to market successfully.
A mix of lower consumer demand, stigma and even accessibility have resulted in a category that has never quite taken off as much as fragrance or even skin care for men.
Only 5% of British men wear make-up to some extent, according to a 2022 YouGov survey, which also found that only 1% wear cosmetics daily.
Exacerbating this is a continued
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