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Columbia Business School adjunct professor Oliver Chen spoke with Bloomberg reporter Joshua Hunt about the growing but still underdeveloped men’s makeup market, as Gen Z influencers begin to shift norms around beauty and self-expression. Chen noted that while the category remains niche, it represents a significant whitespace opportunity for brands that understand evolving consumer attitudes. He emphasized that men’s interest in grooming and cosmetic products is rising, driven by social media visibility, changing gender expectations, and demand for authenticity in brand messaging. Chen explained that companies that move early—and thoughtfully—could capture meaningful long-term growth.
