2022 Men are trying out makeup – and it's no surprise, experts say

Young Yuh's skin care and makeup routine usually takes 35 minutes: cleanser, toner, some type of serum, moisturizer, sunscreen, primer, concealer, contour, blush and eyeliner.

For many straight men like Yuh, this might seem excessive. But Yuh, who boasts 1.6 million followers on TikTok and posts skin care and makeup tutorials full-time, finds the process key to his self-expression.

Makeup and skin care preferences vary greatly from person to person, Yuh, 31, says over the phone from Los Angeles. "It's like hygiene or it's like art. There shouldn't be any stereotypes, especially with gender, linking skin care in that way whatsoever."

Men and masculine-identifying people have adorned themselves with makeup for thousands of years. But gender binaries established during the Age of Enlightenment of the 17th and 18th centuries influenced who typically wears – and who doesn't wear – makeup today.

Look on TikTok and other social media platforms, however, and you'll notice a shift: Men of all sexual orientations brush blush on their cheeks and find eyeliners to make their bold eyes pop. The hashtag #meninmakeup has more than 250 million views on TikTok.

"We are experiencing the democratization of makeup across gender lines," says Meloney Moore, associate dean at the School of Business Innovation at Savannah College of Art and Design.

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