What is the #BlurTheLines campaign?

#BlurTheLines is a genderless beauty awareness campaign launched by Milk Makeup in collaboration with men's beauty platform Very Good Light. It was created to promote Milk Makeup's Blur Stick pore-minimising product while challenging gender norms around who can and should wear makeup.

What does Milk Makeup's creative director say about men and makeup?

Creative director Georgie Greville told Glossy that there are no rules when it comes to how men wear makeup, and that this open approach has been defining for the brand. She expressed that the campaign aims to show many different ways men can incorporate beauty into their lives.

Why is genderless makeup becoming more mainstream?

The article points to a broader social shift that is redefining gender norms, alongside growing coverage and product development in men's beauty over the past two decades. Campaigns like #BlurTheLines reflect a cultural movement toward removing gender bias from the cosmetics industry.

Genderless Makeup Campaign #Blurthelines Set to | Beauticate

A beauty brand is pushing the boundaries of makeup and masculinity with a new product and campaign.

Image: @verygoodlight

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.

The brand has launched its new pore minimising Blur Stick with men's beauty hub Very Good Light to create a genderless beauty awareness campaign, #blurthelines.

“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.

A post shared by Very Good Light (@verygoodlight) on Mar 6, 2017 at 5:25pm PST

"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. ??

A post shared by Very Good Light (@verygoodlight) on Mar 8, 2017 at 6:18am PST

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