beauty / Men's

In June, BoF will honour six entrepreneurs shaping the future of the beauty industry at the third edition of The Business of Beauty Global Forum 2025. Apply for your chance to join us.

19-year-old Bach Buquen’s ‘hetero dude’ image could push more of his male Gen-Z peers to buy into cosmetics, creating growth opportunities for brands with genderless lines.

As Sephora and Amazon encroach on its territory and draw younger shoppers, Ulta Beauty’s investor day covered strategies to enhance physical stores and keep Gen-Z and Gen Alpha’s attention.

Male wellness products have long been centred around muscle building, endurance and other athletic pursuits. Now, brands and consumers are switching their focus to virility, fertility and sexual peak performance.

Beauty brands are marketing “athletic skin care” grooming routines and science-backed ingredients alongside high-risk celebrity endorsements.

The luxury brand is the latest to put a hot young star at the forefront of its advertising efforts, but what’s most compelling is what the partnership says about male celebrity today.

Evan Mock, Harry Styles, Brad Pitt, Jared Leto and many more famous men are banking on the blurring gender binary, or simply the novelty factor, to propel their brands to the top of a crowded market.

With his new brand Atwater, industry veteran Chris Salgardo wants to be a face men can trust with their skin care.