One in three British men will be wearing make-up next year

With gender fluidity in beauty a growing trend, it’s predicted that one in three British men will be wearing make-up by 2020.

According to a new study by male make-up line MMUK Man, men will be reaching for the likes of concealer, beard filler and brow gel to perfect their look, based on the brand’s sales to date.

Millennials are driving the trend, with guys between 19 to 30 the most likely to dabble in make-up, the report found, with 39% in this age group already using cosmetics on a daily basis. 

“Men’s make-up should naturally cover imperfections and give gentlemen subtle confidence-boosting enhancement. They should promote heath and improve the complexion,” said MMUK Man founder Alex Dalley. 

This comes at a time when big name brands such as Chanel and Tom Ford have reacted to the trend by launching male-specific cosmetics lines. 

Grooming brand Wahl also found that 20% of men now use make-up on a daily basis, with the men’s beauty market expected to be worth $75 billion by 2023. 

Meanwhile, you’ll never guess the % of British men who have been hiding their grooming habits from their partner and which make-up brand has been joined the body positivity movement with new, untouched campaign imagery.