Are Most Male Makeup Artists Gay
Is the taboo around male make-up disappearing?
By Daniel Thomas
Business reporter
- Published
Image source, Gianni Casagrande
Gianni Casagrande uses a brow styling gel to control his "bushy" eyebrows
A growing number of young men are wearing brand-up and big brands are embracing the trend. Could the stigma around male cosmetics finally be disappearing?
Gianni Casagrande began wearing make-upwards about three years ago.
The 22-year-one-time from Middlesbrough says he had "really bad acne" and started using concealer to hide his blemishes.
Impressed by the results, he moved on to wearing a tinted pare primer - or "BB cream" - on nights out and a brow styling gel to control his "bushy" eyebrows.
"In that location is definitely nevertheless a stigma effectually men's make-upward, but I think it'south condign more normal now," the social media strategist and beauty blogger says.
Blogger Gary Thompson, aka 'The Plastic Boy', has starred in a L'Oreal make-up advert.
"A lot more of my friends are wearing it, both gay and direct - it makes you experience a lot more comfy and confident."
With men from popular reality TV shows like Geordie Shore and Made in Chelsea endorsing cosmetics, and dazzler bloggers and brands championing the tendency, male make-upward is in the limelight.
In August, Fifty'Oreal'due south Great britain dominate, Vismay Sharma, said it was no longer a taboo for the "selfie generation" to utilise cosmetics and that nosotros could see male-targeted make-up counters in section stores in "five to seven years".
Maybelline, a L'Oreal brand, used a male administrator for the first time in January, casting social media star Manny Gutierrez in a mascara advert.
And a growing number of brands such every bit Yves Saint Laurent and Tom Ford sell make-up specifically for men, including "guy-liner" center pencils, bronzing creams and concealers.
Epitome source, Instagram / Manny Gutierrez
Maybelline cast social media star Manny Gutierrez in an advert in Jan
Charlotte Libby, a senior beauty analyst at research firm Mintel, says using make-up "will never be for all men" but at that place's "definitely a growing audition".
"To put it into context globally it accounts for less than 1% of the market. But the stigma most men being well groomed and enhancing their appearance is falling away and cosmetics are benefiting from that."
Men oasis't ever been and so shy about using cosmetics; ancient Egyptian males wore eyeliner, Romans used rouge, and the Elizabethans and Georgians applied confront pulverisation.
It roughshod out of favour in Victorian times and until more recently had been limited to some in the LGBT community, and performing artists such as David Bowie and Boy George.
Paradigm source, Rex Features
David Bowie used make-up in the 1970s, simply it was far from mainstream
But this summer, popular fashion website Asos launched its first ever male-targeted make-up range, saying it was seeing growing numbers of guys "dabbling" with concealers and foundation.
Most, however, were making do by borrowing their sister'due south, girlfriend's or wife'southward products, it suggested.
"We want to challenge historical conventions and use our influence to help our customers feel comfy presenting themselves in whichever way they come across fit," says Alex Scolding, head of buying for the firm's face and trunk partitioning.
The brand Asos is stocking is MMUK. It launched in 2011 with a collection of 12 male-specific products but today offers more 40, ranging from concealer sticks to liquid foundation, "manscara" to bristles filler.
Paradigm source, MMUK
MMUK's products range from concealer sticks to liquid foundation
Sales at the Brighton-based company grew from £42,000 in 2012 to £79,000 in 2015, and it plans to open its outset shop this bound.
Spokeswoman Lucy Atkinson says the business firm initially targeted its products at the gay customs, but before long realised this group represented only "almost a 3rd" of the market.
"About 25% of our customers are professional person straight gentlemen, keen to continue upward a healthy and youthful complexion to help them in their careers.
"And 25% consist of young men between 15 and 21 who use our makeup to cover common skin weather, such as acne and acne scarring, with the rest using information technology for Television receiver and phase work."
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Like 50'Oreal's Mr Sharma, Ms Atkinson says the craze for posting selfies on social media is driving interest.
"What began by being able to put a filter on a photo and darkening sure areas of the face up to highlight features and hide blemishes, has gone full circle," she says.
"Men are now keen to have a real-life everyday filter in the form of brand-upwardly."
Endorsements from popular online personalities have helped, too.
U.s. make-up bloggers such as Patrick Starrr and James Charles have clustered millions of followers on Youtube and Instagram where they frequently give brand-up tutorials and annunciate products.
But but how popular male brand-up will exist in five years "remains to exist seen", Mintel's Ms Libby says.
Prototype source, James Charles/ Youtube
Make-up blogger James Charles has more than two 1000000 Youtube followers
You still tin can't buy a lot of male grooming products in traditional Loftier Street retailers, she says, which won't help male person make-up products reach a wider audience.
In 2016 the boilerplate British man spent $36 (£26) on male grooming products including deodorants, shaving products and toiletries, only non make-up. Past contrast women spent $252 on beauty products, Euromonitor says.
Of class, men can always use products targeted at women, but many withal feel a sense of stigma about this, she adds.
"Make-up is marketed to girls as they grow up, not boys, and it will have a change of approach from brands and retailers to change that."
Mr Casagrande wants to see more than cosmetics specifically aimed at men, also. He has used women's products in the past but says they don't have account of physiological differences such as facial hair.
"It is merely good to know a beauty brand is focused on men'southward needs and requirements," he says.
He believes the High Street will conform, still, and points to the growing number of big brands and retailers experimenting with "gender neutral" wearable ranges.
"I remember nosotros volition see a lot more male brand-upward counters in the next five years," he says.
"Tom Ford already has a men's dazzler counter in some department stores, then it'southward already happening. I think the High Street will follow suit."
Source: https://www.bbc.com/news/business-41971587
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