Mascara Men

THE INDIAN MALE AND THE NEW RULES OF MAKEUP

- RISHABH THAKUR

Across India, a quiet revolution is unfolding on men's faces. Especially small town India. Until recently, makeup was widely considered a female domain. Now, take a stroll through the bustling markets of Indore, Guwahati, or Ranchi, and you'll see men buying concealers, experimenting with BB creams, beard care products, exotic shampoos and soaps. They are learning about contouring on Instagram reels. Men are making visible beauty statements with both self-confidence and aspiration. This shift is not superficial—it's symbolic of deeper societal transformations. In traditional Indian towns, masculinity has long been associated with machismo (mardaangi), stoic virility and hunter-gatherer-provider trope. Makeup, on the other hand, was either effeminate or exclusive to entertainers. That narrative is eroding. The post-pandemic boom in digital activity, combined with affordable smartphones and regional language content on social media and OTT, has exposed young men to broader definitions of beauty and masculinity.

Influencers from smaller cities are showing that skincare and makeup are about personal grooming, self-assurance, and ambition. This isn't about vanity. It's about visibility. Whether it's an aspiring actor from Bhopal or a social media influencer from Jamshedpur, there's a growing awareness that appearance matters especially in an era where the front-facing camera is often the first seduction.

In Ghaziabad, 27-year-old data analyst Biraj Majumdar confesses that he first wore makeup at his wedding. "The artist dabbed foundation and a bronzer on me," he recalls. "When I saw the photos, I realised I looked better than I ever had." Months later, he bought his first compact powder online. Now, he uses it before starting his day. "I feel sharper, like I'm putting my best version forward."