There has been a change in the beauty air for a while now, and it has been directed at the men. Once long forgotten in the primping department, the past two or so decades (thanks in part to that early noughties makeover show, Queer Eye For The Straight Guy - apparently set to make a comeback) saw skin and haircare products finally catering to men. And, in more recent times, makeup has tested a turn to testosterone. But now, in stride with the social shift redefining gender norms, a very significant step has been taken in removing gender bias when it comes to cosmetic coverage. We're talking genderless makeup, and Milk Makeup is leading the way.
“It’s a positive thing, but I just worry people think there’s only one way men can wear makeup,” Milk Makeup creative director Georgie Greville told Glossy. “So we take many different approaches. There are no rules, and that’s been defining for us.”
The campaign aims to redefine how we look at beauty, masculinity and makeup in society.
"I’m all about redefining masculinity, which is why I was excited to do this project. Because a man can still be a man and no less masculine for wanting to wear makeup. I’m talking about me. That doesn’t make me any less of a man for wearing color on my eyelids."- @eddyljr on masculinity, gender roles and identity. Read more about him and our #BlurTheLines campaign in conjunction with @milkmakeup on site now.
"I’ve always loved to play around with my hair, makeup and clothes. It’s almost like a dress up game. I actually love to play the role of being super boyish or super feminine. Though that’s how I express myself, it’s not like everyone else gets it. There are people around me who get frustrated because they can’t place me. I consider myself a woman, but one who can be masculine or feminine. Though, in my experience, if you are not feminine enough, that’s a threat too." - @_madieco_ on what it's like to be a woman in 2017 as part of our series, #blurthelines with @milkmakeup. We stand with Madeleine and all of our female allies on this #internationalwomensday. A woman can be whoever she wants to be and we'll continue fighting so that she - and every woman - can live their truths authentically and without restriction. 🙏🏽
It's an exciting time for beauty lovers, brands and, of course, men who have been eyeing off our bathroom cabinet bounty every time they have a blemish.
Story by Rikki Hodge-Smith