After decades of beauty ads being aimed at women, finally this is starting to change. Whether it's makeup, perfume, hair products, we are finally in a place that's accepting these products are for anyone who wants to wear them.
Over three years ago CoverGirl had it's first ever CoverBoy with James Charles as the makeup brand's first male spokesperson and model.
“Today I’m living out one of my biggest dreams and I’m currently on set of my first ever TV commercial with CoverGirl...that’s right, I am a new CoverGirl.”
In just a few months bands like Milk Makeup and Anastasia Beverly had done similarly with guys in their ads and modelling right across their brands. Now the idea of male makeup is less of a niche and more like the norm, with designer labels like Chanel, Tom Ford and Marc Jcobs to name a few who all have collections specifically aimed at the male consumer. When you think about it, it was more like a step back when brands aimed make up at women only. Egyption, Greek, Roman, Celtic and Tribal people have all been known to use make up on both genders long before anyone thought this to be odd. In more recent times Ziggy Stardust, David Bowie and Prince along with many others were all known for their striking uses of makeup as a key part to their image as artists.
2005 was the begining of designers seeking this market, Jean Paul Gaultier launched Le Male Tout Beau Tout Propre, a makeup rand of lip gloss, nailvarnish, concealer, a brow and lash groomer, eyeliner, bronzing powder and moisturiser, however at the time it didn't exactly excell.
'Perhaps it was trying too hard - or perhaps Gaultier was way ahead of the curve, catering to a Gen Z audience that was literally in its infancy. Now that the likes of Jaden Smith (who has been vocal on the subject of gender fluidity and neutrality) have come of age, and the landscape becomes increasingly disgendered, launching a tinted moisturiser feels like far less of a big deal.' - Vogue
Calvin Klein, Comme Des Garcons, Glossier, Jo Malone, Dior and of course Gucci to name just a few have all expanded their horizons in recent years and brought out gender neutral perfumes to this new omniaccepting consumer base that is Gen Z. With people thinking more librally and the world being more accepting of individuality, the beauty market is thriving with these new and exciting brands that dont fall into any stereotypical category.
I personnaly believe this idea of removing the labels so products are for whoever desires them, is something I find really fascinating. I think in a world where people can choose what gender they fall under, means the way brands aim their products at one or the other gender (which even that is now wrong on so many levels), is something to be reconsidered. I can see a future where where the idea of gender neutrality is the norm and this is only the beginning.
St.
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