In 2009, 30% of men regularly used a facial in France, compared to 4% in 1990. The growth of this segment is 8% per year on average, which is double the cosmetics market. What are the factors that explain the transformation of this market? I have chosen to focus on a socio-cultural approach by analyzing the evolution of male consumer behavior. It is indeed this evolution that leads cosmetic brands to develop new marketing strategies to better seduce their customers.