More men want to wear makeup, but brands aren't keeping up

When Zak Heath ventured into his mom’s makeup collection as a teenager, he never predicted that his budding interest in beauty products would turn into more than a casual hobby. 

“I’ve always wanted to experiment with makeup without doing dramatic glam,” said Heath, who amasses one million followers across social platforms. Partnering with brands like Charlotte Tilbury, YSL and CeraVe, he is carving out his presence in a historically exclusive industry while encouraging others to do the same.

The male cosmetics market is on the rise: it is expected to grow from $17.57 billion in 2023 to $43 billion by 2033, according to a Future Market Insights report. Heath, who is focused on profiling his subtle makeup looks, spoke to a lack of versatility in the men’s beauty space, which he said manifests in how brands both create products and market them. Working with brands like CeraVe that are focused on a universal approach to personal care, Heath is reimagining an industry that is both personalized and inclusive.

Boxing out business

A 2024 study from OnePoll and Groupon found that men spend nearly as much on their appearance as women—and while this is dominated by products like moisturizer, their interest in makeup is also on the rise. 

“Brands will have a great product that works,” he said, “but they’ll launch another product with an aftershave smell and slap the words ‘for men’ on the front and call it a day.”

Heath, whose audience includes a mix of men and women, has noticed the impact of gendered language on product interest. When he mentioned a skincare product from Lab Series on his TikTok that was labeled “solutions for men,” he said there was naturally an immediate disdain from his female followers.

“I could see a man using it whether it says ‘for men’ or not,” he said, hypothesizing that consumer segmentation doesn’t actually benefit sales. “The products I use are for everyone, and I don’t feel comfortable promoting a brand with that backwards identity.”

Making progress through personalization

While the beauty industry is constantly chasing the micro trends defined by women on TikTok—see “strawberry girl makeup” and “mob wife aesthetic”—Heath doesn't see a spectrum of representation for men: it’s either bare face or full glam. 

While he is interested in makeup as a male creator, Heath doesn't limit himself to the products that are marketed toward men. When using a popular foundation modeled by James Charles, he landed on a DIY approach to actually execute the look he wanted—a mixture of the product and moisturizer. 

“I think showing how to make products more accessible and usable for me was what set me apart from other content creators,” said Heath, who outlines beauty hacks opposed to strictly reviewing products. “I follow these female-led trends, but I’m creating content and doing a makeup routine for everyone.”

Balancing aesthetics and education

Heath is quick to challenge the beauty industry, whether that manifests in questioning gender expectations or packaging supremacy in a fancy bottle. Calling CeraVe the “ultimate unsexy skincare brand” in a post from earlier this year, he urges his followers to never judge a moisturizer by its packaging.

CeraVe has cast a wide net with their partnerships: Michael Cera was the face of its first Super Bowl ad, and the brand’s messaging primarily combines humor with skincare education.  Instead of honing in on one demographic or aesthetic, CeraVe brand business lead Lauren Faulkes said the brand casts a wide net of creators and looks for longterm partnerships with them.

“Zak's authenticity and expertise in skincare resonate well with our mission to provide accessible, dermatologist-recommended skincare solutions for all,” she said.

Inspiring universal interest

While Heath’s interest in makeup came from combing through his mom’s collection, his comfort in wearing it publicly was inspired by his late uncle, a supermodel who he said definitely didn’t shy away from a little concealer. Through a growing social presence, he hopes to pass that comfort on. 

“I wasn’t a confident kid, but seeing photos of my uncle just gave me that confidence,” he said. “Makeup is obviously genderless, but creators are paving the way for more men to actually feel that way.”