Male celebrities are increasingly entering the beauty industry, following the path paved by figures like Selena Gomez and Rihanna. While men have historically dominated the fragrance market, with names like Antonio Banderas and Cristiano Ronaldo, they are now making significant strides in cosmetics and skincare.
David Beckham set the stage in 2018 by partnering with L'Oréal to launch House 99, a men's grooming line. In 2025, this trend continues with numerous male celebrities investing in beauty and wellness.
Harry Styles' brand, Pleasing, known for its unique pop-up experiences, returned to Austin for SXSW 2025 with the Pleasing Inn. The brand also launched its fifth fragrance, Happy Accident, in collaboration with Space NK, featuring a pop-up train carriage experience in London. Pharrell Williams' Humanrace made waves at Milan Design Week 2025, showcasing installations that blend self-care with space design. Dwayne Johnson launched Papatui, a men's grooming brand with affordable products, and introduced Ageless Action Under Eye Patches in February 2025. LeBron James' 'The Shop,' launched in 2024, continues to offer men's personal care products.