Is Wearing Make-Up Normal For A Man?

The male beauty industry is expanding, however what do men in beauty need to do to destigmatise it?

- Sukriti Shahi

A few years ago, a leading Indian e-commerce platform launched a campaign with its billboards placed across the high streets of metro cities. The imagery of the campaign was unusual for many but intriguing for a few. It featured a man with a well-trimmed beard and bushy brows but also with a nose ring and a full face of makeup. It did what it was expected to-grabbed eyeballs. However, not everyone was pleased because the 'men don't wear make-up' trope is still a part of our social dynamics.

It took a few sought-after celebrities foraying into beauty for people to get comfortable with the idea of men experimenting with make-up. Whether it's pop-star Harry Styles launching his gender-fluid beauty line Pleasing while sporting the most eccentric nail art or global pop singer Rihanna launching Fenty's campaign video with male models, the industry is taking slow steps towards un-tagging gender on beauty products.

A HISTORY LESSON

While it's seen as a pleasant change for the industry, the connection between men and make-up is centuries old. History shows that men from different ethnicities used make-up as a daily tool for self-expression. For instance, accentuated eye make-up was an integral part of the look for Egyptian men who used different pigments to create elongated eye shapes. In fact, it was common for them to paint their nails, and the nail colour indicated their status in society.