For a few years now, we have noticed on social networks and in everyday life more and more men with make-up, regardless of their sexuality and gender. And brands like Chanel and Tom Ford have understood this, because each has launched a range dedicated to men's makeup.
On Instagram, it is now no longer rare to see photos of men sharing their passion for makeup, whether artistic or aesthetic. Foundation, eyeliner, concealer, powder, lipsticks and other makeup products are no longer reserved for women. But if you tend to think that it's only been about ten years since men started to put on makeup, it's actually been older than you think.
Today, those gestures are firmly established and to improve their appearance – or just feel more comfortable – men have decided to grab a brush and some cosmetics. Remember that beauty is subjective, that we can like some make-up, but not others. Today, a man who wears makeup is still frowned upon by society. Just last year, a young man, who had put a line of liner on his eyes, was attacked by his principal, who forbade him to put on make-up or face dismissal.
Men have been wearing makeup for millennia
Since ancient Egypt, make-up has been synonymous with a certain nobility or importance in society. At that time, the pharaohs put black kohl around their eyes to protect them from the sun and sand. Even the Egyptian gods were depicted with makeup on their eyes. In France during the Renaissance, men were fond of powder, which they applied to the entire face. In the 17th century, it was the aristocrats who got hold of this makeup product, adding a little pink to their cheeks. But with the arrival of the bourgeoisie, the rules change. Indeed, as it grows more and more, this social class overshadows the aristocrats and decides to reject everything that has to do with them, including makeup.
Over the years and new diktats, men have abandoned makeup to face an imposed virility. Fortunately, pop culture will remedy this. Indeed, during the 60s, years of revolutions, many singers rediscovered eye shadow, liner and other nail polish. We can notably quote David Bowie, Freddie Mercury, singer of the group Queen, Prince or Keith Richards, guitarist of the Rolling Stones. Today, stars no longer hide when they put on makeup. In general, they put varnish or outline their eyes with black pencil. Thus, we naturally think of Johnny Depp, Harry Styles, Jared Leto or Brad Pitt.
But male make-up has also become more democratic with drag queens and their disproportionate taste for make-up. Thanks to Netflix's RuPaul Drag’s Race, these men who put on make-up and dress in feminine clothes finally have the media attention they deserve. On social networks, many Drag Queen show their makeup, each more exceptional than the next. And some trends are also inspired by them, such as cut crease or the use of false eyelashes.
Today, without being so much a drag queen, men are increasingly taking on the role of makeup. Many male influencers are also recognized for this. So much so that makeup brands are reaching out to them. James Charles, just 17, was the first man to become a face for a CoverGirl mascara and to make the front page of the magazine of the same name. Today, Instagram is full of so-called "beauty boys”. Manny Mu and Patrick Starr are followed by 4.2 and 4.6 million people on Instagram, respectively. In France, Richaard is the most famous influencer with 230,000 Instagram subscribers and 288,000 on his Youtube channel.
Chanel, Tom Ford… Luxury brands are launching
Brands have understood that men are putting on more and more makeup, even without it really showing. If nothing prevents them from taking their products from so-called "feminine" departments, the most luxurious brands have decided to launch a range dedicated to men. In 2004, Jean Paul Gaultier launched a collection of make-up and care for men. Surely too avant-garde on its time, the range was however quickly withdrawn from the market. Today others have started. In 2013, Tom Ford launched a collection dedicated to men with eyebrow gel, eyebrow mascara, concealer and lip balm. Chanel decided in 2018 to launch Boy, a range of make up which is therefore dedicated to men. It includes an eyebrow pencil, a complexion fluid, a concealer – recently released – and a lip balm.
Luckily, there's nothing stopping men from buying their makeup from more popular stores and therefore have a spate of cosmetics and colors so they too can have fun. Make Up For Ever, M.A.C., Nars, Nyx or even Milk Makeup are brands considered unisex, that is to say, which are aimed at makeup fans, regardless of their gender. Their rather neutral packaging indeed corresponds to the tastes of the greatest number because there is not the point.
At these brands, men will find foundations, but also mascara, eyeshadows, lipsticks, eyebrow gels and everything they need to achieve the makeup that corresponds to them. Moreover, American brands like Anastasia Beverly Hills, Natasha Denona or Sephora, highlight on their Instagram accounts male influencers who wear makeup with their products, to show that everyone can use them.
Brands specializing in male make up
Two brands are taking their game in the world of men's cosmetics: 4 VOO and MMUK Man. What do they have in common? They market make up only intended for men.
MMUK Man was founded in 2011 by Alex Dalley, an Englishman who couldn't find products that matched him. Back then, he and his friends used concealer to get better skin and hide imperfections. Today, MMUK Man has more than 40 references, be it makeup or skincare (like a moisturizer for the face), all to achieve a natural look. We thus find liquid and powder foundations, contouring palettes, products for the eyebrows, but also for the beard (to fill in the holes or to redraw it), bronzers, concealers, lipsticks. , a lip pencil, mascaras or eyeliners.
For its part, 4 VOO is more minimalist and considers itself a luxury brand specializing in men's skincare and makeup. The brand has 9 products: a concealer, a mattifying powder, an eyebrow mascara, an eyeliner, two lip treatments, a bronzer for the body and face, a tinted highlighter and two nail files.
The products of these two brands are difficult to find in France. Fortunately, you can find them on online shopping sites like asos or Feelunique. Only problem, the colors are not at the rendezvous either with these brands, and the products do not necessarily respond to the fashion of the moment. In short, these brands intend to sublimate male beauty, not to transform it through color. Fans of colorful make-up? Trust the pro brands mentioned above.
Step by step for natural makeup for men
Generally speaking, when a man puts on make-up, he only wants to beautify his skin and hide what needs to be hidden, without emphasizing his eyes or lips. The aim is to limit the material effect as much as possible so that the makeup is undetectable. So here is how a man can wear makeup, while remaining natural. Makeup effect no makeup guaranteed!
Get a foundation the same color as your skin tone and a makeup sponge. The latter will allow an ultra natural application because the material will be perfectly melted on the skin. Here, you should not apply a lot of foundation on the skin, a small amount is enough. With the sponge, pat and work the material to even out your complexion. Unlike other looks, it doesn't have to be covering.
To hide small imperfections and dark circles, take a concealer. Again, there is no point in putting too much. Just a few spots on the eyes and on the pimples and redness. Blend with your finger to make it look more natural.
If you wish, you can do a little contouring, to warm up the complexion and add the relief that the foundation has erased. Again, with your brush, don't pick up too much material. Apply very lightly in the hollow of your cheekbones and at your temples and blend the color well.
A little tip if you have a beard: take a pomade for the eyebrows or a blush and with your finger, apply by tapping the material to fill the holes and thus densify your beard. Be careful to select a shade a little lighter than the natural color of your beard for more depth. Indeed, as it dries, the effect darkens slightly. You can also take the opportunity to define the line of your eyebrows with a transparent eyebrow gel or in tone on tone, to make it more natural.
If you have small eyelashes and want to give them a bit longer, you can use regular mascara. Avoid those that will add curl or volume to your lashes, taking away the natural look. Apply very lightly in zig-zag movements.
To fix everything, throughout the day, spray a little fixing spray all over your face.
Knowing how to remove make-up to preserve your skin
Applying makeup is great! Removing make-up at the end of the day to preserve the beauty and youthfulness of your skin is even better. If the makeup remains light, not very pigmented and not waterproof, a simple micellar water will be more than enough. No need to shop for a product labeled "man" or "men", "classic" micellar waters can be suitable for both women's and men's skin. Also prefer those without perfume, which can irritate sensitive skin. You can then rinse your face with water to remove the micelles and last small traces of makeup.
In case of more heavy makeup, prefer double make-up removal, with an oil or a milk, followed by a foaming cleanser. This will make sure you clean your skin perfectly. Finally, finish with the application of a moisturizer and possibly an eye contour treatment.
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