Any makeup-obsessed woman (or Kim Kardashian fan) is already familiar with the art of makeup “baking”, but women aren’t the only ones experimenting with this contouring trend. Men all over the world are showing off their baking and strobing skills, and doing it with just as much artistic grace as women. From filling in brows to volumizing lashes, makeup for men is quickly becoming the new norm in the cosmetics industry right next to male grooming and skincare. In other words, don’t be surprised if your boyfriend starts dipping into your makeup bag.
Thanks to the viral nature of hashtagging, the craze is reaching an all-time high with an especially heavy presence across social media. Just scroll through Instagram’s “mens makeup” tags, and you’ll discover thousands of male accounts posting dewy faced selfies. Even CoverGirl and Maybelline are supporting the male makeup movement by recruiting popular YouTube beauty gurus as their first-ever male makeup ambassadors. James Charles was crowned CoverBoy for the #LashEquality campaign, which was quickly followed by Maybelline’s “That Boss Life” campaign featuring Manny Gutierrez.
Moreover, several cosmetic companies are not only supporting men wearing makeup, but also selling products exclusively designed for men, like guyliner and manscara. Gone are the days when men could only purchase products in super feminine packaging and harsh shades that clashed with their natural complexions. Online menswear site, Differio.com, sells one of the widest online collections of male makeup products with sleek and sexy applicators. From tinted moisturizer to concealer for men, these products are geared for everyday looks, especially for men that want something quick, practical and effective. Differio is basically a gold mine for makeup that actually looks and feels like a masculine product with as much long-lasting, smudge-proof power as women’s makeup.
While makeup for men has been popularly used in fashion and entertainment, like David Bowie’s iconic lightning bolt, even men in the white-collar workforce are using men’s makeup regularly. This is especially prevalent amongst young South Korean men, regardless of sexual orientation. South Koreans are notorious for their seemingly age-defying skin, and their massive sales in K-beauty products prove why they’re beating the wrinkle game.
The Washington Post reported that Korea’s beauty industry hit $10 billion in annual sales in 2015, which is only skyrocketing in sales today. This includes not only purchases made by women, but also men acquiring makeup as an extra incentive to get hired for their youthful appearance. Eric Min, Leul’s Editor in Chief, told the Huffington Post that “youth equals ability”, especially when considering potential candidates for employment.
Although makeup for men is gaining intense popularity worldwide, it’s actually not a historically groundbreaking concept for men to rock rouge lipstick. Before the French Revolution, men were already experimenting with various techniques to get their brows on fleek. It’s hard to imagine some of the most esteemed men in history without makeup, like King Tut’s jet-black eyes. Makeup was regarded as a luxury not everyone could afford, which still holds true today with respect to high fashion brands retailing makeup as expensive as their couture lines. Luckily, today’s makeup for men is available at both reasonable and exorbitant price points, so it just depends on how much money you’re willing to shell out.
Men’s makeup lost its momentum as an “it” trend for several decades in the U.S., but today it’s resurfacing as an indispensable staple in every man’s medicine cabinet. However, don’t worry about losing your beauty faves. Even though mens makeup is making a comeback, that doesn’t mean you have to worry about losing shelf space in the beauty aisle. Makeup is expanding in revolutionary ways that’s bashing stigmas and neutralizing gender stereotypes. This also gives you an excuse to blame bae next time your concealer goes missing – just saying.