MakeUp

Makeup products are no longer just a means to be beautiful, it has become an elaborate art form to express oneself. One-third of heterosexual men said they'd consider wearing cosmetics as beauty norms become more fluid. The rise of social media and its ubiquity has taken over post-pandemic and makeup brands are right there to meet the need. 

Since the beginning of time, the concept of beauty has been closely associated with women, while the discussion of skincare and beauty for males has been swiftly swept under the guise of grooming. However, there is a growing community of male beauty bloggers who are questioning the traditional pink-for-girls and a blue-for-boys colour scheme that governs the makeup products section. Long overdue gusts of change are blowing through the industry's nooks and crannies; for example, internet users may now watch James Charles fronting advertisements for Covergirl or consult Hyram Yarbro for uncensored advice on which skincare companies are worth their money. This article examines the sub-culture at the forefront of this transition toward a more egalitarian and progressive beauty industry.

Makeup Brands: all-embracing, multicultural, and non-binary.

The presence of male beauty bloggers challenges conventional gender roles, but it also has the potential to transform the business as a whole and make it more welcoming to people of all gender identities. Young beauty firms with an inclusive mentality, especially indigenous labels, are already making strides in the right direction. Companies are making a conscientious effort to broaden the company's appeal beyond women when they develop the brand's identity. Makeup foundations with a long list of shades that cater to every colour, right from pale to the darkest shade, now also cater to the men's section with neutral packaging.

Makeup products are designed in order to appeal to a wider and more diverse audience, we felt it is vital to use models of both sexes. The African and UK markets that often catered to the female demographic have seen a rise in inclusive beauty trends, with the make-up distributors running inclusive ads for men.

Post-pandemic culture has opened different aspects of men sporting a neutral lip colour, sometimes a subtle eyeliner, and if you’re lucky you may as well spot an elaborate smokey eye with a symmetric winged eye-liner that could slice your standards right off. 

As younger generations continue to dismantle rigid gender roles, gender-neutral makeup companies are the next logical step toward a more accepting beauty industry. The majority of millennials believe that gender is not fixed but rather exists on a spectrum. Therefore, companies are releasing cosmetics that aren't aimed at either sex exclusively.

Brands with the ability to appeal to emerging consumer bases without minimising the complexities of those groups stand a better chance of succeeding in the increasingly competitive beauty industry.

Ultimately the final key to the puzzle is to normalise the notion of men using makeup products, not just for grooming but to express themselves freely, without judgement. The responsibility falls directly upon makeup brands to accept this new set of consumers and be accepted by them in return. 

Until then, all hail makeup glory!