“The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.” Malcom Gladwell.

A few years ago while starting Altr I read a book by Malcolm Gladwell called ‘The Tipping Point.’ An great read, in which Gladwell discusses the concept of how brands, amongst other things, go from being small-time niches, into mass market essentials, seemingly overnight.

Gladwell uses the example of Hush Puppies, a brand of shoes seemingly in a slump, that was suddenly revitalised after they became the footwear of choice within trendy downtown manhattan bars and clubs. They became popular enough within that micro-community that demand suddenly spiked, taking them over the tipping point, and sales boomed for years.

While I think this is an oversimplification (It’s very rare that these occurrences happen by coincidence, and often take a lot of behind-the-scene planning which the end-consumer is blissfully unaware of), nevertheless, the concept of a tipping point is particularly prudent for our industry, namely, men wearing makeup.

The stigma behind makeup for men has been prevalent for a long-time now, minus a few spurts of eye-liner generally following pop-culture. However this might be starting to change.

Today figures show up to 30% of men under the age of 35 have tried cosmetics. The concept of male cosmetics is quickly becoming more accepted, helped no-doubt by the likes of James Charles. But also more guys are wearing light makeup such as concealer across the world on an everyday basis to conceal problem areas from dark circles to acne.

While we all yearn for an overnight solution to radically improve our business or lives, that’s very rarely the case. Success happens through a collaboration of work and projects that come together to create something lasting. What we’re seeing within the cosmetic market however is the result of a more liberal age fuelled by the growth of social media, alongside the work of various brands, influencers, and others, creating demand for makeup for men that hasn’t been seen before.

While there’s still work to be done, within a few years I believe we will hit the tipping point, and see soft cosmetics such as concealer and bb cream become every day, every guy products!