Launched just five years ago, MMUK Man is now set to open its first bricks-and-mortar store; meaning the UK will see its first ever men’s only makeup store.
The products have been available online since launch but the brand has quickly increased in popularity after ASOS took on 10 of the brands products.
Global Data’s consumer analyst Lia Neophytou 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.
“…The availability of male beauty products in physical stores is an emerging opportunity that beauty manufacturers worldwide should tap into and will gain traction, particularly as the social barriers to wearing cosmetics and make-up among men continue to break down.”
