By the point Jamie Love turned 18, he was sporting make-up every single day. The entrepreneur and model were first launched to magnificence merchandise years earlier than, throughout skilled photoshoots, however shortly began carrying it in his private life too. There is early information on males utilizing cosmetics throughout China and Japan from 3000BC onwards, staining their fingernails and pores and skin with plant-based merchandise. Historical British warriors additionally coated themselves in blue, gaining the Roman nickname ‘the painted ones,’ and Alexander the Nice was mocked for choosing slightly coverup earlier than going into battle.
However, lots of years later, even as society has grown to be much less dominated by binary gender guidelines, it’s nonetheless typically accepted that the majority of males can be pushed to recollect to moisturize, not to mention undertake a full magnificence routine. This has left the make-up trade skewed in the direction of ladies, and the boys who dared to dabble in eyeliner thought-about flamboyant or subverting widespread tradition.
Traits like punk, emo, goth, glam rock, and the brand new romantics of the 1980s, popularised by iconic figures like David Bowie, Prince, and Boy George, used make-up as a part of their uniform; however, it was not thought-about the preside of the mainstream man.
The burgeoning group of male magnificence YouTubers has additionally been largely dominated by queer males corresponding to Jeffree Star and James Charles. Though each has fronted main model campaigns like Maybelline and Covergirl, and boast thousands of social followers, it wasn’t taken as an indication that make-up was lastly reaching the male plenty. To not point out, many of the manufacturers doing male-particular make-up traces have been nonetheless excessive-finish: Tom Ford and Chanel don’t precisely scream ‘common British man.’
And even people who did do male-particular, merchandise have been largely marketed with phrases corresponding to “grooming,” which make-up artist Jake Xu says makes it sound such as you’re “speaking a couple of dogs”.
John Lewis unveils make-up counter for males. On 2 January, John Lewis & Companions grew to become the primary excessive road retailer to launch a male magnificence counter – and the gross sales have already been described as “wonderful.” The pop-up concession is being run by War Paint For Men, an impartial male magnificence model that launched in November 2018 and sold everything from anti-shine powder to basis.