In January of this year, British footballer David Beckham starred for the London fashion magazine LOVE. Makeup artists painted tattoos on his neck - green roses and birds. But it was not they who caught the readers' attention, but the green eyeshadow, the British BBC reported.
“In this light and in this position, David reminded me of David Sylvian of Japan (popular in the 1980s”). I thought it was right to make him bright makeup, like Bowie in the video for Life On Mars. I knew Beckham would be able to make it work, although he had never done it before,”said makeup artist Miranda Joyce, who worked on the shoot.
Men's cosmetics have been used from time immemorial, the journalists of the publication write and cite the example of Alexander the Great, the Celtic tribes of Europe, who used blue combat makeup. That is why they were called chenelic "picts", that is, "painted". However, tattoos were vital for the Picts. They were not very large, barely reaching 170 centimeters in height. Men painted their faces with images of patron animals (totems) to look intimidating.
Also, an example of the use of makeup in antiquity was the period of the reign of the French king Louis XIII, when it was fashionable not only to apply cosmetics, but also to wear wigs, journalists note.
Photo Source: Public Domain
If we talk about modern "mods", then vivid examples: David Bowie, who had his own unique style not only in music, but also in images; singer Prince (Prince Rogers Nelson) and even Johnny Depp using eyeliner to highlight his eyes.
“These men challenged everything we knew about gender, sex and society,” writes the BBC.
David Bowie, Prince, Johnny Depp. Photo source: Wikimedia
But all these personalities were and remain outstanding people with an individual style. You may like it or not, but it has never been massive. However, the trend has changed recently. Famous fashion houses have started launching men's cosmetics lines. Chanel introduced three products in South Korea on September 1 last year - a tonal fluid, an eyebrow pencil and a moisturizing lip balm. According to WWD, the line was named after Coco's lover (Arthur Capel) - Boy de Chanel. In Russia, the launch of this collection took place in January 2019.
Tom Ford has taken care of his male audience even earlier. Already in 2016, the company launched men's eyebrow care products, shaving oil and facial scrub. Nowadays, Tom Ford has almost more cosmetics for fashionistas than for women - matting pencils, lip balms, sprays, lotions and more.
American male makeup artists such as Manny Gutierrez and James Charles are actively promoting men's makeup on the web, including for the biggest brands of cosmetics - Maybelline and Covergirl with the slogan #IAmWhatIMakeUp. / how I paint).
Manny Gutierrez (right) and James Charles (left). Photo source: Instagram
Both makeup artists are members of the influential US group Men in make-up, which, for example, also includes singer Jeffrey Star and other stars.
American singer Jeffrey Star. Photo source: Instagram
Interestingly, YouTuber James Charles, who visited Birmingham (UK) to present the Morphe palette, caused such a stir in the city that the entire center got stuck in one giant traffic jam. More than eight thousand of his fans came to meet with him.
“But you need to understand that 80% of its audience are young girls, and the rest are gay who care about their beauty,” British journalists reassure.
A professor at Leeds Beckett University's School of Social Sciences told the newspaper that despite numerous claims of increased metrosexuality, gender norms for men are still strong.
“Look at children's toys. What is meant for boys shows that he should be strong and bold, not handsome. For girls, beauty is the key to everything,”he said.
How much is a man's face
One way or another, the business of selling cosmetics for men occupies a huge niche, which is only growing day by day.
It was valued at $ 57.7 billion (£ 44.6 billion) in 2017, according to Research and Markets, and the market will reach a staggering $ 78.6 billion (£ 60.6 billion) in profit by 2023. And it's not just about Nivea cream. In the course - moisturizing bases, bronzers, correctors and eyebrow products.
Now on an equal footing?
Many women complain that they have to put on makeup before their partner wakes up. Even more people believe that it is their duty to paint for work every day, they feel insecure without makeup.
Feminist activist Julie Bindel told The Independent that "15% of heterosexual women interviewed about their 'beauty regimes' said they did get up early in the morning before their partner so he wouldn't see them without makeup." She noted that this is very hard work, and, perhaps, if men also use makeup, the problem could become double-edged.
Women in the UK, following trends, spend an average of 474 days in their lives to put on makeup. During this period, they apply up to 200 synthetic chemicals to the face, writes the BBC.
Stylist Miranda Joyce, who took part in Beckham's shoot for LOVE, noted that David's act "sent a signal to men to be released from the norm." At the same time, she admits that today gender issues, although they are in the center of attention of Western society, the UK is still a patriarchal society.
