Men's Makeup gained momentum in 2020, and continues into 2021. It is pretty much a mainstream culture in Japan and Korean
Do you ever wonder why President Emmanuel Macron always looks flawless and healthy in public appearances? A piece on The Guardian reported that “President Macron spent £24,000 on makeup during his first three months as president of France”. Nowadays, our gender and sexuality cannot define who we are, and at the same time, not everyone is proclaimed as non-binary. For the Gen-Zers, men’s makeup is a culture that is not limited to Presidents or Entertainers anymore.
Started in the 1980s, cosmetic products for men have popped up several times, but they did not achieve the commercial success they deserved. In 2019, we saw brands like Fiveism X Three and Chanel, who launched makeup products specifically for men. It is undeniable that a lot of men do care about their looks, and they are beauty conscious. They do want to look good, feel confident, and take the best care of their skin. Thanks to popular K-pop groups like BTS and Big Bang, they showcase how and why makeup for men can be part of the style.
Apart from Fiveism X Three and Chanel, there are several brands offer makeup products for men now. For example, Calvin Klein, Yves Saint Laurent, Leichner, and w7. These brands offer mascaras, foundations, eyeliners, concealers, and many more. Boy De Chanel seems to be exploring the niche audience of men's makeup, there are only 3 products to achieve the natural makeup look. Foundation, Brow Pencil, and Lip Balm are all you need and if you look at their tutorial, putting on the Boy De Chanel look is a matter of seconds.
In Korea and Japan, makeup for men is becoming mainstream, mainly because of the competitive environment in the workplace. Young Korean and Japanese men are using makeup to feel confident and appear healthy and sharp in front of colleagues and clients. Putting on makeup and present the best version of ourselves is not necessary to be related to the debate of masculinity, femininity, gender, and sexuality but simply a tool to express oneself freely.