Kajal, lipstick, and bindis no longer belong to only women. While for a long time, patriarchy dictated that skin care and cosmetics are only for women, times are changing.
At first, when some men tried to change the status quo, they were mocked, ridiculed, and criticised. Attacks on them mainly focused on their gender and how skin care and makeup was emasculating and ‘unmanly’.
But, fighting stereotypes, refusing to live in boxes, and emerging victorious, these men have shown the world and patriarchy how makeup belongs to everyone.
Here are some men showing their creativity by breaking stereotypical notions of the patriarchal society. Their motto is simple, “Do not let society stop you from doing what you want to.”
Sidharth Batra’s Instagram reads #GuyBeauty, and he has been a believer in the same for a while now. The Delhi-based digital creator hase been generating content promoting men’s fashion and make up and is experimenting more and more with makeup and grooming.
From tips and tricks to tutorials, he has shared it all. Paving way for gender neutrality and metrosexuality, he is encouraging men to adopt simple skincare routine and makeup routine.
A video content creator, Ankush Bahugana is widely popular on Instagram for his relatable and humorous videos. But he cemented his role as a true influencer of current times when he posted his first makeup video with a refreshing social commentary on masculinity and the freedom to be.
The video took the internet by storm and, to a great extent, contributed to a major cultural shift online. In some of his videos, he has also talked about the negative comments he faces while doing so through his Instagram page.
Shakti Singh Yadav
Mumbai-based lifestyle influencer Shakti Singh Yadav was admittedly hesitant initially to talk about makeup so as to not alienate his followers. Early this year, he made an “enhance your eyebrow with a spoolie” video on TikTok and it went viral.
In June, he released a makeup collaboration video on his Instagram, which too was highly popular among the viewers. He has been consistent with his beauty content since then.
New Jersey-based Aditya Madiraju became popular after he tied the knot in an elegant ceremony with his boyfriend. Since then he has been in social media limelight.
He has also posted videos on Instagram where he does makeup on himself as well as his mother-in-law. Aditya shares pictures and videos of skincare regimes, as well as him doing his eyebrows, putting face masks and more.
Abhinav Mathur has been very vocal about beauty and makeup through his videos. A lifestyle influencer, his content is a blend of fashion, skincare, and makeup. He has also been positive about the change in people’s attitude towards men’s beauty.
In interviews, he has said that it’s as normal for guy friends to exchange skincare and grooming routines as women now. Abhinav shared that two years ago, when he did his first beauty video, he expected responses like, ‘Dude, that’s so girly’, but instead he got DMs on ‘How to pick the right concealer!’
(Edited by Saheli Sen Gupta)