Makeup goes after men

Beauty brands are going after a huge new group of consumers: men.Why it matters: Redefining makeup as something anyone can wear chips away at the gender norms and beauty standards that women have dealt with for generations. And cosmetics companies see big dollar signs.Stay on top of the latest market trends and economic insights with Axios Markets. Subscribe for freeWhat'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,