From metrosexuals to trend chasers, there are many reasons why more men are embracing the beauty industry. For some, it’s an extension of self-expression, while for others, turning to different makeup brands can help fix imperfections they experience with their skin.
One of the more popular trends on TikTok at the moment are tutorials revealing beauty secrets from social media users — who use foundation, concealer and liquid eyeliner to shape their lineups (the neat line creating a border for trimmed hair or beards).
As salon trips get pricier — and shaving gear not getting any cheaper — this is an easy solution for making haircuts appear crisp until one’s next salon visit.
Noticing this shift is Clarins training manager Lebogang Ngwenya, who says women often turn to makeup to try to give their skin a hydrated look or c finish. Men, however, seek to even out their complexion, so their foundation is often light to avoid the appearance of obvious application.