Makeup goes after men

What's happening: The U.S. men's personal care market is expected to swell from $47 billion in 2019 to nearly $78 billion by 2027, according to Grand View Research. That includes hair and skin care and — increasingly — makeup.

• Male makeup influencers, bloggers and makeup artists are gaining popularity.
• Legacy beauty companies that have historically targeted women are launching new lines for men.
• For example, Chanel has introduced "Boy de Chanel" and Givenchy has "Givenchy Mister."
• And there's a slew of men's makeup startups on the scene, with products exclusively for male consumers. Even retired baseball star Alex Rodriguez has launched a men's makeup line.

Makeup "is the final frontier of men's grooming," says Devir Kahan, CEO and founder of the men's makeup startup Stryx. "This is where it has been heading."

• Many men have been using makeup for a while, but have only recently found products designed for them.
• Stryx has a "discreet" concealer that looks like a pen — so men can just slip it into a jacket pocket if they'd like to be casual about wearing makeup, Kahan says.
• Stryx's products are formulated differently from traditional women's products, because men's skin is typically tougher and oilier, he says.

Worth noting: While makeup for men is a relatively new trend in Western countries, it is already common and popular in Asia.

• Asia currently has about 65% of the men's cosmetics market, compared with North America's 5%, according to insights from the market research firm Mintel provided to Axios.

The bottom line: "When I was in high school, I was the kid that was doing my hair every morning and doing my skin care," Stryx's Kahan says. "And that was weird then — I was the only guy doing it."

• "Now, if you’re not putting effort into that stuff, that's the weird thing."