This article explores current trends and possible futures for a new market that to date has virtually no published research: that of gender-neutral cosmetics. The subject nature is vast and encompasses gender differences from social and scientific perspectives, concepts of human beauty in occupational settings, private households, and public places; and the complex relationships among neurologic, psychology, anthropology, and fashion. The fundamental phenomenon is that while there are obviously still many gender disparities in everyday life all over the world, the gap is closing rapidly in many societies. After a brief review of the concept of gender, this paper will discuss gender conceptions across different generations, with a spotlight on Generation Z, followed by an overview of the global cosmetics industry, the role that cosmetics play in society including a historical overview, habits on skincare and makeup, trends in men’s cosmetics, and physiological sex differences that affect cosmetics. This paper will conclude that the beauty and fashion industry is slowly but inexorably shifting toward both gender-specific and gender-neutral niches, inviting males to pursue new perspectives on their appearance, identities, and roles in society.

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