Even though the customer base still is (and most probably will always be) predominantly female, any Instagram feed clearly shows that men are consuming makeup more than ever before.

We’re not talking just about the makeup aficionados that dominate the art of contouring and highlighting better than most women do.

There is also a more discreet ‘makeup man’, with no intention of trying to make a statement, just of improving his look.

The ultimate ‘no makeup’ makeup guy.

Probably every woman had an experience of her brother, boyfriend or friend approaching her with a blemish on his face, asking for a fast (makeup involving) fix. Now any of them can have his own makeup, perfectly suitable to his unique skin tone.

Tom Ford, synonymous with immaculate, refined-yet-bold aesthetic, was one of the first brands to launch a line of men’s grooming products, including makeup. The line features Camo Concealer and Anti-Shine Powder for “guys who want to project their best image”.

Recently, the beauty giants such as M.A.C, Rimmel and CoverGirl also put the men in the center of their marketing campaigns. Same as the cult favorite brand Milk Makeup, that continues blurring the lines in their gender-fluid approach to the beauty.

Never not obsessing over @lukasabbat, esp in #milkmakeup. – Tag your favorite boy in beauty 👨‍🎤

Una publicación compartida de Milk Makeup (@milkmakeup) el

And let’s not forget Kim Kardashian’s KKW Beauty and Rihanna’s revolutionary Fenty Beauty (“Get Out” star Daniel Kaluuya sent a strong message earlier this year, when he proudly wore the Fenty Beauty foundation at the Oscars red carpet).

All of these examples shows that the beauty industry is changing fundamentally. And according to the mainly positive feedback, it looks like we’re finally living in the world where the beauty and self-expression are genderless and men can feel free to wear makeup if they choose so.

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