The market for makeup for men is growing in the USA.
The American market is open to unabashed use of cosmetics by men.
The market research company, Euromonitor, released figures in 2009 highlighting that American consumers had spent $4.8bn on men’s grooming products, a figure which has doubled over the last ten years.
Moreover, growth is anticipated to continue, with the majority of purchases being made online due to men’s lack of will to go to the shops to buy these products.
Skin care is a huge success story, with this category having quintupled in the past ten years to $217m.
This growth has witnessed many of cosmetics’ big players entering the market, with Clinique, Yves Saint Laurent and Jean Paul Gaultier having introduced own ranges of products for men.