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“That aggression has switched to intrigue and the embarrassment has evaporated,” says Dalley. Indeed, for the generations who followed baby boomer Trump and Macron’s generation X, the meaning of men’s makeup has evolved the narrative around the jubilant men’s makeup business is now as much about redefinition as it is about anything else.
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Photograph: message is that men’s makeup is a route to happiness, confidence and self actualisation. ‘It enables me to walk down the street with my head held high’: beauty vlogger Jake Jamie. “Makeup,” by contrast he says, “enables me to walk down the street with my head held high feeling like the very best version of myself.” It feels like a statement of generational rebellion, as much as a body positive sales pitch. In a vlog entitled “Is it OK for guys to wear makeup?” beauty blogger Jake Jamie contextualises the rise of male makeup with toxic masculinity and mental health issues, stemming from the “strong and silent” archetype. “But using makeup has really helped me manage my BDD.” “I’m in no way saying that makeup is a cure for bullies, or a miracle serum for low self-esteem,” he writes. At the end of his story is a link to Calm, the anti-suicide charity. It’s a story of overcoming adversity (BDD – body dysmorphic disorder). I click on the “about us” tab and read the story of founder Danny Gray. I’m obsessed by the name of the brand and its “real makeup for real blokes” angle. As he steps out, he puts on moisturiser and concealer alongside his skull ring and his leather jacket. It’s shot like an ad for both the Army Reserve and Head & Shoulders. In it a massively tattooed Harry Styles lookalike goes in for a baptismal shower. The packaging is in no-nonsense (and discreet) black and white, while their online ad is a bid for everyday “wash and go” style usage. War Paint is the product I try on for New Year’s Eve. “Discretion was paramount for customers when we began building the brand and helping men find the right products was tricky for an online business.” “Many customers would use different names when ordering and ask that their parcels be delivered in plain envelopes with no reference to makeup on them whatsoever,” he says. In the early days of MMUK, Dalley says they would operate like an undercover operation. And in December, the Washington Post hinted that Donald Trump used Bronx Color concealer, which was gleefully reported elsewhere.Īll made up: Jeffree Star, Manny Gutierrez and James Charles in Los Angeles.
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In 2017 barely concealed sniggers greeted the reveal that French president Emmanuel Macron spent €26,000 (£22,000) on makeup in his first three months in office. Makeup FFS? I don’t mind a bit of Nivea moisturiser on my man but makeup?!!!! Next he’ll be wanting to wear my underwear…” “I’m sorry but I like my men a bit caveman-ish. “WTF is going on,” wrote user GrinningGorilla about the introduction of guy-liner and manscara in 2008. At that time the concept of MMUK was almost offensive to people and judged as an attack on their masculinity.” As a Mumsnet thread on Superdrug’s men’s beauty line illustrates. “The average male grooming routine for men at that time was perhaps a shampoo and shower gel and maybe a moisturiser for the forward thinkers. “Back then, men’s makeup was virtually unheard of and men were very much of the mindset that they had to be stereotypical ‘hurly burly blokes’,” says Alex Dalley, who launched male beauty company MMUK in 2011. A decade ago the attitude towards it was a hornet’s nest of humour, incredulity and anger. Which shows how far men’s makeup has come.Įuromonitor predicts the men’s grooming and beauty market will be worth more than £49bn this year, a quadruple rise from what it generated in 2015. In my neurotic panic at being found out for painting my face, I didn’t really factor in the possibility that absolutely no one would notice. She disagrees: “That’s a nice sentence, but you look the same.” And she’s right. My wife looks disparagingly at me when I say this out loud. I consider myself in the mirror and it looks as if I’ve used a very flattering Instagram filter on my face. ‘Where do you buy your concealer?’: French president Macron and US president Trump at the Bastille Day celebrations in Paris, France.