The growing acceptance of makeup for men around the world reflects significant shifts in cultural attitudes, challenging traditional gender norms and opening up new avenues for self-expression. Once perceived as a niche or taboo topic in many regions, male makeup is now becoming a global trend, embraced across different societies for reasons that range from personal aesthetics to career requirements and even mental well-being. Here’s a look at how various cultures and regions are approaching men’s makeup today.

The Rise of Makeup for Men in Western Cultures

In Western countries, particularly the U.S. and Europe, men’s makeup has seen a noticeable rise over the past decade. This can be attributed to several factors, including the rise of social media influencers and celebrities normalizing the use of makeup for men. Stars like David Beckham, Harry Styles, and Troye Sivan have helped popularize the concept of makeup as a tool for self-expression, contributing to its growing mainstream acceptance. Beauty brands, like NuNorm, have responded by launching product lines specifically for men, designed to address unique needs such as oil control, larger pores, and facial hair.

Additionally, men in the U.S. and Europe are increasingly using makeup in professional settings, where flawless skin and a well-groomed appearance are seen as enhancing credibility and confidence. From YouTube tutorials to TikTok trends, the conversation around men’s makeup is evolving to focus on empowerment rather than shame or stigma.

South Korea: A Global Leader in Men's Makeup

South Korea is perhaps the most influential country when it comes to the normalization of makeup for men. Driven by K-pop idols and actors, men’s makeup is an everyday part of life in South Korea, where products like BB cream, tinted moisturizers, and brow gels are marketed to men and widely used. The global popularity of K-pop has played a major role in exporting this trend, with many male fans across Asia following the lead of their favorite idols.

In South Korea, the beauty industry caters specifically to men, offering products that not only address cosmetic needs but also focus on skincare, a critical part of men’s daily grooming routines. The prevalence of men’s makeup in South Korea highlights how makeup is no longer gendered but rather seen as part of achieving a polished, professional appearance.

Japan: A Growing Acceptance Among Younger Generations

In Japan, the younger generation is increasingly embracing male makeup as part of a broader trend of self-care and grooming. Similar to South Korea, Japanese men are incorporating products like BB creams, concealers, brow pencils, and more into their routines. Major beauty retailers are responding to this demand by creating gender-neutral or male-specific product lines.

The rise of Japanese male influencers and makeup artists, often showcased on platforms like Instagram and YouTube, has contributed to this growing trend. While Japan’s older generations might still hold more conservative views on men’s grooming, younger men are increasingly rejecting those norms, finding inspiration in both Western and Korean beauty trends.

Middle East: Navigating Tradition and Modernity

In some parts of the Middle East, men’s makeup is viewed through the lens of tradition and modern grooming. While it is not yet as mainstream as in other regions, cultural practices like the use of kohl (a black eyeliner traditionally used by both men and women in many Middle Eastern and North African cultures) show that makeup has long been a part of male grooming in the region.

Today, the Middle East is seeing a slow but growing interest in broader makeup products for men, particularly among influencers and public figures who are breaking barriers. In cities like Dubai, men’s skincare and grooming products have gained popularity, and there is increasing curiosity about the role of makeup in enhancing professional appearance, especially in industries like fashion and media.

Latin America: Makeup as a Form of Empowerment

In Latin American countries like Brazil, Argentina, and Mexico, makeup for men is starting to gain traction, particularly among LGBTQ+ communities and those involved in the entertainment and beauty industries. For many in the region, makeup is seen not only as a form of self-expression but also as a political statement. Men, especially those in marginalized communities, use makeup to challenge traditional concepts of masculinity and to promote individuality and self-confidence.

The normalization of men’s makeup in Latin America is slower compared to Asia, the U.S., or Europe, but public attitudes are shifting, particularly among younger generations who are more open to redefining gender roles and embracing diverse forms of beauty.

Africa: Tradition Meets Modern Grooming

In several African cultures, makeup has deep traditional roots, particularly with the use of natural pigments for ceremonies and rituals. In modern times, men in countries like Nigeria and South Africa are starting to embrace contemporary makeup products as part of their grooming routines, though this is still considered niche. Influencers, especially in the growing fashion and entertainment industries, are leading the charge by experimenting with makeup in more public-facing settings.

Men in Africa are increasingly interested in skincare, and there is a growing market for products that address issues like hyperpigmentation, acne scars, and shine, which may eventually lead to broader acceptance of makeup for men. However, as in many other regions, there remains a balance between respecting traditional masculinity and embracing modern beauty practices.

A Global Shift in Perception

From the polished K-pop idols of South Korea to the influencers of Western social media, makeup for men is no longer confined to specific subcultures or professional settings. Across the globe, men are increasingly seeing makeup not as a gendered activity but as an extension of grooming, self-care, and confidence. Each region has its own pace and perspective on men’s makeup, influenced by cultural norms, traditions, and modern trends, but the global momentum suggests that makeup for men is here to stay.

At NuNorm, we’re proud to be part of this movement, offering products that cater specifically to men of all skin tones and ethnicities, while embracing the idea that makeup is a tool for everyone. We’re here to help you feel and look your best, no matter where you are in the world.