Makeup is changing the meaning of masculinity

Story highlights

  • Men's beauty and fashion products have been outpacing women's since 2010
  • Men using makeup products is somewhat normalized in South Korea

(CNN)A youthful male model rubs moisturizer between his palms. He then applies it to his face, pats on some tinted moisturiser, dots concealer under his eyes and buffs on powder to set.

As simple as that, ASOS, the UK-based online fashion retailer, presents its grooming tutorial "How to do natural make-up for men." The video has amassed more than 750,000 views on Facebook.
    This step-by-step is very different from those demonstrated by male makeup artists such as Patrick Simondac and Manny Gutierrez, who have gained fame and attracted followers in the millions.
    Distinct from the full-faced makeup looks that these "beauty boys" showcase, everyday makeup routines are starting to become attractive to male consumers globally, particularly in regions such as the United States and Europe.
    Almost half of UK men used facial skincare products as part of their daily routine, and 59% agreed that appearance is very important, according to a 2016 survey by consultancy group Mintel.