Redefine What Masculinity Means: Men’s Makeup

Ideology. Sociology professor at Occidental College and the author of the textbook Gender: Ideas, Interactions, Institutions Lisa Wade told Vox, “Companies that sell makeup could make twice as much money if they could sell to men. Somehow gender ideology beat capitalism in this competition.”

Boundaries. She explained to the site, “Gender is all about maintaining the idea that men and women are different. Anything that we do that undermines distinction is a real threat to male superiority.” Of course, “There have always been men who poked and prodded at these boundaries,” like many past rock stars.

Confidence. Generation Z and many younger millennials are continuing that trend of poking and prodding at the “boundaries.” David Yi is the founder of men’s beauty site Very Good Light. According to their site they are “the leading men’s beauty and grooming destination for Generation Z and young Millennials. Born from the idea that confidence comes from the inside out, Very Good Light aims to redefine masculinity and men’s beauty standards.” The site shares how-tos, product reviews, personal essays, and more to help men out.

Culture. Yi credits rapper Lil Uzi Vert and Jaden Smith and their androgyny for helping pave the way for the new generation. He told Vox, “Generation Z is now at the forefront of culture. They’re so much more progressive and open, sexually fluid and gender fluid than millennials are.” He added, “They’re now rethinking what masculinity means, what it means to be a guy, and painting your face or using skincare doesn’t make you any less men.”

Outpacing. And it seems to be working. According to market research company Euromonitor, since 2010 men’s fashion and beauty products have been growing at a rate that’s starting to outpace women’s products.

Dramatic. Professor of Sociology at Leeds Beckett University, Brendan Gough has spent the past two decades researching men and their behavior. He told CNN that when it comes their appearance guys are seriously changing their ways in a dramatic way–so take that toxic masculinity!

Invested. “Regardless of generation or age, these days, men are invested in their appearance to some degree. Not so many years ago, moisturizer was taboo, and it’s now commonplace. Makeup is one of the last bastions of femininity that men are encroaching upon,” Gough explained to CNN. He added, “They make it very distinct from how women use makeup.”

Fluidity. Beauty brand Milk have truly embraced gender fluidity and it shows in their marketing. They aim products at people of all genders but even have some specifically for men. Designer Tom Ford has released a line of makeup aimed at men as well that includes brow gel, concealer, and even bronzer.

Style. Luxury brand Chanel is even jumping on the trend. They plan on releasing Boy de Chanel, their first makeup line for guys in 2019 for the United States market. The line is already available in South Korea. They made the announcement in a press release with the tagline, “Beauty is about style. It knows no gender.”

Sensibility. According to GQ grooming director Garrett Munce, makeup for men is all about sensibility and simplicity. The average man isn’t going to go for an eyeshadow palette. Instead he’ll be on the hunt for something easy to help cover a blemish or maybe even out his skin tone.

Enhancement. They don’t want to have to worry about all of the different products. Munce explained to CNN, “I think that the average guy who’s considering using cosmetics or does use cosmetics, it’s really an enhancement or some sort of camouflage to cover up something that they’re unhappy with.”

Powerful. Yi told CNN, “I love makeup, and I love the way it makes me feel. It makes me feel more powerful and sexy and masculine.” He also explained that he uses makeup in his daily routine to help boost his confidence. “I think masculinity is all about feeling confident, all about being your best self, all about your authentic self and feeling comfortable with who you are.”