A recent study unveiled by Klarna (payment network and purchasing assistant powered by AI) presents beauty trends and consumer preferences during the year 2023. Among them, male beauty which is rapidly evolving.
Male beauty is evolving, with gradual democratization since 2020, notes the company Karna (payment network and purchasing assistant powered by AI) in a study unveiled a few weeks ago.
27% of French men wear makeup
According to the study, among 5 nationalities, French people are the most curious to discover new skincare products, particularly facial ones, in order to integrate them into their skincare routine. The latter includes between 1 and 3 products for most men in Europe. And yes, if you still doubted it, skin care is no longer the prerogative of women! Moreover, 39% of men surveyed revealed that facial care is important to give them confidence and feel better about themselves. 36% also appreciate the fun nature of a skincare routine. As for the passing years, this concerns 34% of the men surveyed who choose products adapted to the needs of their skin.
When it comes to makeup, the Klarna study reveals that 27% of men surveyed wear makeup. Among them, 14% do it every day or several times a week. What are the motivations of these men who assume to go through the make-up box? The desire to feel good about themselves and to be more “attractive” for 33% of them. As for the others (22%), they seek above all to camouflage their small imperfections.
More and more “genderless” products
Cosmetics brands have grasped this new trend which continues to grow. Moreover, many of them offer “genderless” or even “for men” products. Moreover, be aware that makeup base is the product most popular with men who wear makeup (29%), followed closely by concealer. And if men follow a few accounts on YouTube, their family members and beauty professionals are those who most influence their choice when it comes to cosmetic purchases.