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Brief Published: 4 Jan 2018

MMUK Man: UK’s First Make-Up Store for Men


Luxury colour cosmetics e-tailer MMUK Man is set to launch Britain’s first male-only make-up store in Brighton in early 2018 – boldly challenging gender norms and stereotypes in the male grooming and beauty markets.

After the brand’s successful launch into mainstream retail on cult UK e-tailer Asos in August 2017, 80 different products ranging from BB creams to mascara will be available in-store. Consumers will be able to discover and play with products as well as gain expert help from in-store make-up artists.

The brand’s ethos acknowledges that today’s male consumers are reframing masculinity and are willing to adopt typically feminine products and beauty practices – a rising trend in the beauty industry. Lia Neophytou, consumer analyst at GlobalData, said: “This development is indicative of a changing consumer landscape. Male cosmetics have traditionally only appealed to small niche groups. However, driven by the individualistic mindset of the millennial consumer in particular, the male grooming industry is seeing something of a revolution.” For more on this, see Hims: Reframing Male Hair Loss and Instagangs: Femboys.

Changing habits and expectations will push the wider male grooming industry to develop more product. Currently, 25% of European males would be willing to increase the number of products they use in their beauty routine to improve their appearance (GlobalData, 2016).

For more on male grooming, see The Barbershop Boom. For more on gender diversity, see Next-Gen Beauty Marketing and Gender Fluid-Generation: Beauty Attitudes.