Redefining Masculinity Through the Rise of Gender-Neutral Cosmetics
Harry Styles is leading the way in a beauty world free of gender stereotypes.
In 2021, Harry Styles broke the internet when he kickstarted the launch of his very own beauty brand. What initially started with a collection of nail polishes has now expanded into skincare products. This week, he also announced the launch of a collection of delicious fragrances, suggesting that this icon’s ventures in the beauty and cosmetics world are far from over.
At the time of his brand’s launch, it felt like Styles was doing something relatively new by championing gender-neutral beauty. “I wanted to find a way to explore more ideas and have more opportunities to collaborate with people who were inspiring me; that’s how Pleasing was born,” he said. Starting the brand with beauty felt exciting because creating great products is a unique way to make people feel good.”
While Styles might not have been the first to focus on gender-neutral cosmetics, he’s one of the most high-profile celebrities to do so. And, customers are starting to pay attention.
According to Cosmetics Business, male beauty sales have actually surged by 77% and this is largely believed to have been driven by celebrity launches and Gen Z. It seems that within the cosmetics world, gender stereotypes are increasingly being pushed to the side and brands are catering to a more gender-neutral and gender-inclusive approach. This comes as more and more people look at cosmetics through the lens of inclusivity for all. So let’s take a look at how we’re redefining masculinity and cosmetics in 2023.
A History of gender-neutral cosmetics
First things first, let’s take a look at the history of gender-neutral cosmetics. Here’s a quick history lesson for you: if you take a look back at history, makeup and cosmetics were never limited to women anyway. Think about the powerful figures from ancient Egypt, Rome, and even during the Renaissance who often painted themselves with all sorts of cosmetics. So clearly, the lines have always been blurred when it comes to genders and cosmetics.
However, things have become a bit more defined in centuries. For example, during the industrial era there were changing societal norms and cosmetics began to be marketed towards women. Particularly in Western countries, makeup has become heavily associated with femininity.
Then things started to shift again and recent decades have seen the re-emergence of gender fluidity in cosmetics, especially in pop culture. Think of the likes of David Bowie and Prince defying traditional gender norms with an androgynous style and bold makeup. Fast forward to today, we are seeing a full-blown renaissance of gender-neutral cosmetics. Hallelujah!
What is causing the shift toward gender-neutral cosmetics?
With the likes of Harry Styles and other celebrities entering the gender-neutral cosmetics market, we’re now on the verge of quite an exciting time in regard to gender roles in cosmetics. And, we’re here for it.
It’s also worth noting that a lot of things have contributed to this market shift.
Gen Z shoppers are leading the way in this transformation. For many, makeup and cosmetics are emerging not as a tool to enhance your features but as a form of self-expression and empowerment.
But it isn't just about breaking gender stereotypes. For many men, entering the world of cosmetics also means exploring a side of self-care that had previously been denied. A study by Ipsos found that younger men are not only comfortable about wearing makeup but also happy talking about it.
As a result, we’re now seeing leading media outlets write guides about how men can use cosmetics such as this one from Vogue about the “ultimate beauty basics for men.” And, it’s been something like a snowball effect as the cosmetics industry starts to pay more attention to the demand of customers who are looking beyond traditional ideas of gender and cosmetics.
The brands and their role
As we’ve already mentioned, brands are starting to adapt as a result. What’s more, brands aren’t just launching products but also revamping their marketing strategies. The advertising for men's cosmetics is no longer just a rugged man with a chiselled jawline (thankfully.) Today, it spans a spectrum of masculinities, from the effeminate to the rugged, emphasizing that beauty is diverse and all-encompassing.
Brands like Fenty Beauty and MAC are shattering the 'for women only' label. They’ve made a conscious decision to show the world that makeup is for everyone, irrespective of gender, race, or background. Then you’ve got a long list of brands such as Humanrace, Non Gender Specific and One/Size also championing their own versions of gender-neutral cosmetics.
the bottom line
So here’s the big thing: the redefinition of masculinity through the lens of cosmetics is not a passing trend. It's a movement. It signifies the changing dynamics of gender roles and acceptance within our society.
Of course, there’s been significant strides in the past few years, but there's still a long way to go. As more men embrace cosmetics as a part of their routine, we move closer to a world where individual choices aren't bound by outdated norms and stereotypes. That’s the kind of world that we want to be part of ♥️
WHATS UP NEXT …
