fromwww.cnbc.com
2 days agoGen Z and social media are helping men's makeup go mainstream. The beauty industry is trying to capitalize
It often starts small. A dab of concealer. A tinted moisturizer. Maybe a brow gel that goes from borrowed to bought. For many men, like Daniel Rankin, makeup has transformed from something taboo into a tool to make them look less tired and more put together. "I remember thinking, 'Am I really doing this?'" Rankin, a 24-year-old advertising agent from New York who likes to shop at Sephora, told CNBC. "But once I tried it, it just became normal."






















