It’s a thing now: Young men are into makeup, and the industry is going where the boys are. Last week, Cover Girl announced its appointment of 17-year-old makeup artist James Charles as its first male faces. Just this week, The New York Times covered “beauty boys” — male vloggers and YouTube stars who showcase their theatrical makeup skills for millions of followers. Men wearing makeup is not new — Jean Paul Gaultier tried his hand at a makeup line for men in the Eighties — but an acceptance of it in consumer culture is emerging into the mainstream. Soare grew up in the beauty industry and said she has always known men who wear makeup, particularly her mother’s makeup artist friends — and many Anastasia customers in fact, are men.

Source: Los Angeles Times October 19, 2016 21:22 UTC