The seasons change and so do the habits of the people. A few years ago no one would have expected that men's cosmetics would turn into a lucrative business. Today, all major cosmetics companies turn to their production. In 2019, their sales reached $ 1,19 billion. The US and Chinese markets are leading the way in this new venture. At the same time, Greece is following the international trends regarding the part of beard care that is becoming more and more popular.
If ever their makeup men It was the prerogative of eccentric artists and great personalities like David Bowie who wanted to send a special message through their different image, nowadays makeup can even become a political issue. In 2017, French President Emmanuel Macron was faced with an unprecedented scandal. The press revealed that only in the first three months of his term he had charged the state with 26.000 euros for the payment of a make-up artist.
Natasha M. had extremely high earnings and the fact that a man had spent so much on his care had alienated French society. The reviews were harsh as the economic times were not the best.
The "generation Z" does not hesitate to use even make up
Of course, such a thing would not seem strange in the Z generation, the next generation of the "Millenians". According to a recent Bloomberg report, these young people do not hesitate to use make up even in their daily lives and it is something that has nothing to do with sexual orientation, as some would argue. Indicative is the story of 22-year-old Japanese Yota Nakamura who recently came to light.
When his girlfriend asked him to renew his appearance, he without hesitation he rushed to buy cosmetics including make up, as men of his age are accustomed to doing in Japan. According to him, he preferred the men's makeup products of a well-known company, Fiveism x Three.
"When I start working I would like to use makeup since I will meet a lot of people. It may be a little embarrassing to wear lipstick but why not make shadows and use foundation? "No one would misunderstand that," he said in an interview.
The numbers recorded in the sales and plans of the companies
Acro CEO Yasushi Ishibashi claims that "Generation Z will establish men's make up as a new trend. The older generations are still resisting but soon they will follow it too ". The data published by Bloomberg comes as a big surprise: The global market for men's makeup reaches $ 1,14 billion in 2019, while the global beauty industry is estimated at $ 71,1 billion. You do not say this amount is small.
The companies that shape the market claim that their purpose is not to alter the image of men. The point is to make subtle changes with neutral colors and light shades on the face.
The case of Korea and K-pop
In Seoul, having unkempt eyebrows is a sign of laziness, you may even be slandered for it. In a generally conservative society, the use of men's cosmetics is becoming more widespread and this is also related to the flourishing of K-Pop music.
The rule in Korea is that everyone should take care of their skin: even the military has sunscreen with them. Koreans are considered the largest consumers of beauty products in the world.
The beard and its care
In Greece, men's cosmetics mainly concern the beard and the beard. Barber shops now offer sophisticated services to customers and are becoming more and more "wanted" while beauty products for hair care are flourishing. We spoke with Mr. Pavlos Fousteris, owner of Paul's Barber Shop and Gentlemen s House, in Piraeus.
- Since when has the fashion with beards started in Greece? Why is it such a popular trend?
Beard fashion has started in Greece since 2014. It used to be a bit misunderstood, it meant laundry, it was considered unprofessional. For many, however, in addition to being fashionable, it has also become a way of life. The main reasons men grow a beard are because they look much more masculine with beard and their beard and because some people do not want to shave because their skin is irritated by the razor. From one point on we noticed in our clients that they saw the beard as an achievement, the bigger the beard the bigger the achievement for them. They wanted to show the effort they have made to grow their beard. Obviously, it is a trend that has been widely featured on social media, Instagram and Facebook as an image of a more masculine man with a beard and long hair. But all this, at the same time, requires more care. While choosing a more masculine image, at the same time they return to the most metrosexual model man.
- What kind of cosmetics are there for beard care and beard care?
Of course, we have not noticed cosmetics for make up, etc. But for the beards, Greek and foreign products have also come out. The main products are the oil for the beard and the nourishment of the hair and it has to do with its health. It is like putting vitamins and it has to do with how healthy and how long a beard will have because the hair as it grows breaks, stops growing longer, dulls. The other category is the specialized shampoos that are more intensely cleansing due to the fact that the beard comes in contact with our hands, with the smoke, with the food. Cleanses both facial skin and hair. And the third category is the beard conditioner, which has to do with how soft it is. Keeps moisture on the beard to give a fluffier feeling during the day.
- From what you see in your shop, which generations of men take the most care of themselves?
I think that the older ones have also started to take care of themselves. What one would expect would be the younger ages, ie from 18 to 25 to take better care of themselves. Surprisingly, it is mainly the ages 25 to 35 but also 40 years old who will deal and get products. Maybe because at these ages one has the financial ability, maybe it is the years that pass and there is a need to refresh the man. Older people take care of themselves much more now and beyond the issue of the beard.
The 3 most popular plastic surgeries for men
As Dr. tells us. Zisis Boukouvalas Plastic Surgeon and Director of Plastic Surgery at Metropolitan Hospital: "Men's cosmetic techniques, invasive and non-invasive, have been constantly increasing over the last 5 years. More and more men are accepting the use of plastic surgery as something normal and necessary for them as well. The most popular cosmetic surgeries for a man are those that aim to improve his body ".
One of the most popular plastic surgeries for men, as Dr. Boukouvalas explains, is the advanced 4D liposuction applied to parts of the body such as the buttocks, thighs, arms and abdomen. The second most common plastic surgery performed by men concerns gynecomastia: "In a man, the benign swelling of the breast that looks like a woman's is characterized as gynecomastia. This enlargement can affect the mammary gland, subcutaneous fat and skin. "It's something unsightly for men because they do not have the ability to hide their breasts, especially during the summer months."
However, it is also surprising that many men also undergo eyelid surgery: “The third option is eyelid surgery. As our skin grows, it shows signs of aging. "Especially in the skin around the eyes, relaxation and wrinkles are created that make the look look tired, adding years to the face," he explains.