Makeup is still primarily linked with femininity. However, the countdown appears to be on to make color cosmetics everyone’s business, with millions of lessons available on social media and a profusion of businesses selling male makeup. Is this a one-off occurrence or part of a larger trend?
Beauty, like fashion, is progressively shedding some of its most ingrained clichés in order to move away from gender segregation. Makeup is now a means of self-expression for both men and women, rather than an issue of gender or sexuality. Just take a peek at social media platforms like Instagram and TikTok, and you’ll find a slew of videos and photos of males wearing makeup. It’s a movement that’s being fueled by a slew of celebrities and influencers who are helping to mainstream male cosmetics.
Now is a good moment to make a change.
Men, on the other hand, haven’t waited until 2021 to begin wearing cosmetics. It’s a habit that stretches back to antiquity and has been passed down through the generations. Many superstars, from David Bowie to Johnny Depp to Prince, have attempted to pioneer the technique, clearing the way for others to follow, but without ever succeeding in moving what is traditionally regarded a female domain into the mainstream of male culture.
So, why are we doing this now? Probably because the moment is right for change, spurred on by the desire of an entire generation – Generation Z — to reject labels, pigeonholes, and stereotypes.
The fashion industry jumped on board immediately, releasing a flurry of new gender-neutral lines. Now it’s up to the cosmetics business to fulfill the needs of a generation with growing clout – and purchasing power.
Men’s cosmetics are expanding in Japan, especially among the younger population, which is unsurprising. While the phenomena is not taking off at breakneck pace, it is steadily spreading throughout the globe. Harry Styles, who notably appeared in a frock for Vogue magazine and wore a boa with his suit at the Grammy Awards, has significantly helped to shattering certain fashion and beauty stereotypes. He’s also one of numerous males, like Jared Leto and several K-pop stars, who are worldwide influential, who wear eyeliner and mascara whenever they want. All of these people are also helping to push back against certain beauty ideals.
The outcome is evident on social media, with over 550 million views on TikTok for #mensgrooming and over 230 million views for #boysinmakeup. Male makeup is more than a fad; it’s a habit that’s slowly making its way into the mainstream, aided by unforeseen occurrences like… the epidemic.
Brands join the party.
As many women abandoned cosmetics in favor of a more natural and honest routine during the epidemic, males, on the other hand, began to dabble with makeup as their days were more filled with Zoom meetings. That’s why Alex Rodriguez, a former baseball player, developed a cosmetics collection for guys, which presently includes a concealer for dark circles and wrinkles. “I realized as I was rushing from meeting to meeting that I needed something quick and easy in my routine to cover pimples or razor bumps,” the athlete stated at the time the line was released on Instagram. Men’s newfound obsession with cosmetics might be explained in part by so-called Zoom fatigue.
And the tendency is backed up by statistics. Last year, the digital data research company Moz recorded a spike of over 80% in internet searches for “men makeup looks” during the lockdown month of April compared to the same period in 2019, as well as an increase in searches seeking advice on concealing dark circles or imperfections. According to research from one UK store, the men’s skincare industry is expected to expand by 300 percent in the last six months of 2020, according to The Guardian. These numbers, on the other hand, suggest that men’s cosmetics — and makeup — have a long way to go.
Many cosmetic companies, from the most upscale to the most cheap, now provide makeup for men, including Gucci Beauty, MMUK, and, of course, Chanel, Tom Ford, and Marc Jacobs – some of the industry’s pioneers. When goods aren’t explicitly marketed towards males, like Nars Cosmetics or M.A.C Cosmetics, they’re frequently aimed at anybody. The War Paint For Guys business established the world’s first boutique dedicated to selling cosmetics for men in London this summer. Male cosmetics appears to be well on its way to becoming more mainstream, with such projects increasing at a rapid pace.
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