The issue is that people (amateur anthropologist) like to use the department store as proof that businesses only target women.
There is the pink tax. For example, women's shavers cost more than those for guys.
The other issue is that there are more brands for women. Shampoo targetting women take up more shelf space than those for guys.
The truth is that guys tend to spend in places where women seldom go. Do women spend money on wrist watches, firearms, fishing gear? Currently, in smaller numbers than their male counterparts. The money traps for guys are also more varied. Not every guy hunts or uses power tools. But most women know how to use lipstick and nail polish.
Finally, some guys like to see their watch or gun collection as an investment. Or their expensive sneakers as a health product.