IN OTHER NEWS, IT’S TIME WE NORMALIZE MEN USING MAKE-UP
Kilay is life? Maybe for men too. As the portrayal of masculinity through campaigns from men’s brands continues to evolve, normalization of men using skincare products and makeup can soon be seen as something that’s socially "acceptable".
There’s been a seismic shift in the beauty industry for the past years, particularly in the male category. Beauty brands and products have been trying to sell on men for decades. In fact a specific term had to be, the rise of the term, “metrosexual” came to light, to refer to men who make meticulous efforts about grooming and appearances. But the big challenge to this day, is catering male-specific products, that not only perfectly addresses male cosmetic concerns, but also indulges men to believe that ‘self-care’ can be manly. As the portrayal of masculinity through campaigns from men’s brands continues to evolve, normalization of men using skincare products and makeup can soon be seen as something that’s socially “acceptable”.
According to history, men used makeup in countless ways for countless reasons. In ancient Egypt, males wore eyeliners, Romans used rouge, and the Elizabethans and Georgians applied face powder. In the last century, rock stars like David Bowie and Freddie Mercury embraced that power makeup gives, the same way women of today use makeup to bring them confidence. There are different reasons why people wear makeup, and while it’s not a requirement to feel good about ourselves, I can’t help but wonder how many men could further push this way of self-expression and break through gender norms and systemic toxic masculinity?
Fortunately a massive twist is steadily being made and you can see this trend and lifestyle in several countries. In fact, applying a little BB cream, styling of one’s hair, and filling of eyebrows to give it a fuller look, is something that’s no longer a taboo, particularly in South Korea. They’ve been stepping up their game and have taken center stage when it comes to men’s grooming and beauty. Due to the popularity of K-pop idols and actors in K-drama, it has not only helped promote men’s cosmetic products in their country and around the world, but also allowed men to strive in spending that extra time to take good care of themselves.
In fact, Lay Zhang from the group, EXO was actually announced as a global ambassador for MAC Cosmetics for men for a number of years now. Because, why not?
If you’re looking to start with the basics, here are some brands and products you can look into:
Last month, Strokes Beauty Lab took the world of beauty and self-care by storm with its campaign marking itself in the global scene. It started its journey in Strokes Eye Beauty Studio by Momoi Supe in 2015, the pioneer and the only eye beauty studio in the Philippines. In its campaign, the brand also seeks to normalize the idea of men turning to grooming products and even the lengths of men’s make-up to tap into their best selves. And, as you know, kilay is life–for men too!
Much recently, BYS Cosmetic Philippines announced their newest ambassador, Park Seo-joon. Best known for his K-drama series like Hwarang: The Poet Warrior Youth and most recently Itaewon Class, this partnership aims to inspire others to be extraordinary and bring out their best selves. While it has not been announced yet how this endorsement will impact the brand’s thrust in the male grooming department, having a male ambassador for a make-up brand is surely a step to the right direction.
