TikTok has grown in popularity in the retail industry, particularly among Gen-Z customers. According to a Custom Market Insights market research analysis, the worldwide male grooming market was valued at $55 billion in 2021 and is predicted to reach $110 billion by 2030. TikTok removed past barriers to male consumers’ access to cosmetic products and expanded opportunities for self-expression. According to industry and consumer data site Statista, roughly 54% of TikTok global users were women and 46% were males as of January 2023. #mensgrooming, #mensmakeup, #mensskincare, #mensmanicure, #mensnails, and #mensmakeuptutorial are the most popular male-centered beauty hashtags on TikTok. According to Spate, there has also been a year-over-year surge in Google searches for “men,” among goods such as makeup and nail polish. Stryx, a male grooming and cosmetics business, offers a variety of skin-care products in a gender-neutral black-and-white colour palette, including a moisturiser and cleanser. This has enabled males to experiment with skin care and cosmetics in ways they previously could not.

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