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Genderless makeup

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Michela Marra | Wednesday July 5th 2017

Genderless makeup by Michela Marra, Marta Depoli e Nina Montironi

Men wearing make-up isn’t that new of a thing (Jared Leto duh?!), but there is a big difference between edgy celebrities and the mainstream, boy next door glossing it up.

Lately, thanks to bold beauty brands, forward thinking magazines and male beauty bloggers, the world of male beauty is bringing down stereotypical gender barriers.

YouTuber (and L’Oreal Paris’ spokesmodel) Jake-Jamie in March 2016 launched a viral campaign with the hashtag #MakeupIsGenderless, writing: “Our sex should be completely irrelevant. I honestly believe make-up can change certain individuals’ lives. It enables you to put your best face forward, and this means that people suffering from acne, scarring, rosacea, pigmentation, birthmarks, vitiligo and many other conditions can use make-up just to feel ‘normal’.” 

Last October YouTube star and makeup artist James Charles (17-year-old) was announced as CoverGirl’s first CoverBoy. The brand stated that all of their models are “role models and boundary-breakers, fearlessly expressing themselves, standing up for what they believe, and redefining what it means to be beautiful”.

Both James Charles and Manny Gutierrez, the first Male Beauty Star of Maybelline, promote the idea that boys can be as good as girls at makeup, using products originally thought for women. Their style is made of highly contoured faces (à la Kylie) and sharped eyebrows, which, let’s face it, doesn’t work for everybody. For this reason, creative agency Milk Studio released a campaign called “Blur the Lines” with the aim of offering more accessible (and subtle) options for everyone who is interested in makeup, regardless of their gender. The core product of the campaign was the a-gender, pore-minimizing “Blur Stick”.

Also Italian makeup brand Wycon introduced, for its Summer capsule collection, the campaign “Androgyny”, starring model Emil Andersson, already famous in the fashion industry.

Here’s some examples of social celebrities and makeup artists who decided to embrace and promote the genderless makeup.

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