Breaking the Masculine Mold: Why More Men Are Embracing Makeup
Professional men are secretly using makeup—not for beauty, but survival. Realtor Ben Dixon credits an $18 concealer for closing a $30 million deal, calling it his “digital armor” for video calls. Publicist Gabriel Reyes, 60, applies foundation as his professional “mask” before meetings. This isn’t vanity—it’s economic reality. The men’s grooming market exploded from $61.3 billion to a projected $115.3 billion by 2028, driven by “Zoom dysmorphia” and workplace aesthetic pressure. In the high-definition economy, appearance has become mandatory human capital. While 68% of Gen Z men now use facial skincare, the shift reveals a hidden professional tax: those who can’t afford aesthetic enhancement face systematic career disadvantage.