Masc for Mascara: The Beauty Boom Among Queer Men

In recent years, the sight of men confidently wearing foundation, highlighter, and even colored mascara has become not just commonplace, but celebrated—especially among queer communities. What was once a subcultural act of resistance and self-expression is now a mainstream movement, with queer men at the forefront of a global redefinition of beauty, gender, and identity .

Historically, men’s use of makeup was either hidden in the context of performance—think drag, Shakespearean theater, or punk rebellion—or relegated to celebrity circles and underground queer culture. The stigma was real and deeply tied to restrictive norms of masculinity. Today, however, a new generation is embracing beauty routines as both armor and art, normalizing everything from daily concealer to full glam contouring .

The shift is visible across continents. South Korea, long a vanguard in the global beauty scene, has led the charge with K-pop idols routinely sporting flawless makeup and inspiring millions of men to invest in skincare and cosmetics. South Korean men now spend more on skincare than anywhere else in the world, fueling an international surge in male grooming products .

Major beauty corporations have begun responding to this demand. Chanel and Tom Ford, for example, have introduced lines specifically marketed to men, although these are often adaptations of existing products rather than innovations designed for male skin. UK-based MMUK MAN is one of the few brands dedicated solely to male makeup, offering tutorials and education to demystify the process for newcomers .

Meanwhile, LGBTQ+-owned brands and allies are using their platforms to uplift queer voices and funnel resources back into the community. NYX Cosmetics, for instance, donates over $500,000 annually to organizations like the Los Angeles LGBT Center through its Proud Allies for All program, while Revolution Beauty’s Pride campaigns support mental health initiatives for LGBTQIA+ people .

These efforts are complemented by viral social media moments and influencer-led tutorials. YouTube stars like James Charles and TikTok personalities such as Bretman Rock have catapulted drag-inspired glam and precision contouring into the mainstream. Their step-by-step guides empower viewers to experiment with makeup techniques, regardless of gender or skill level .

The beauty boom is not solely about makeup; skincare has become an obsession, with men seeking hydrated, glowing complexions that rival any editorial spread. According to Pinterest’s 2025 Men’s Trend Report, “Buffed Beauty” is on the rise—men are investing in dermatologist-backed routines, minimalist nail care, and high-gloss grooming as part of daily practice. Euromonitor International estimates the global men’s grooming market will reach $5.29 billion by 2027, underscoring the scale of this transformation .

This movement is especially visible among Gen Z, who make up over a third of Pinterest’s global male audience and are driving trends toward authenticity, self-care, and aesthetic nuance. The “Hydrated Hustle” trend, for example, sees men optimizing their appearance through hydration, smart supplements, and clean energy routines, further blurring lines between wellness and beauty .

Korean skincare brands such as Amorepacific are also innovating with products tailored to the unique needs of men’s skin, with a particular emphasis on hydrated radiance and “glow”—mirroring the editorial looks popularized by online influencers .

In makeup artistry, queer men are often among the most skilled practitioners, out-contouring even seasoned professionals. Tutorials featuring intricate Pride flag eyeshadow, rainbow lip liner, and holographic highlighter not only showcase technical mastery but also serve as acts of visibility and resistance .

During Pride Month, these looks become especially prominent, with beauty serving as a canvas for identity and protest. Whether it’s a subtle shimmer for the office or full-on rainbow glam for a parade, makeup offers queer men a way to celebrate themselves and their communities in a world that continues to legislate against LGBTQ+ rights .

Social media platforms like Instagram and TikTok have become lifelines for queer beauty enthusiasts. They provide tutorials, product reviews, and spaces for self-expression that transcend geographic and cultural boundaries. Pinterest, in particular, is cited as a “digital sanctuary” where men—especially those from marginalized communities—can explore beauty trends without fear of toxic masculinity or performative pressure .

Influencers such as James Charles, Patrick Starrr, and Mona Wales (@monawales on Instagram) are not only showcasing their artistry but also using their platforms to advocate for inclusivity and representation. Their work has inspired mainstream brands to diversify their product lines and marketing campaigns to include transgender people, nonbinary individuals, and men who present across the gender spectrum .

While progress is undeniable, barriers remain. Masculinity norms, anti-LGBTQ+ legislation, and lingering stigmas still deter some men from fully embracing beauty routines. However, the momentum is clear: the democratization of beauty is underway, powered by queer men who refuse to compromise on self-expression or identity .

As brands continue to innovate and communities expand, the future of beauty looks more inclusive than ever. The rise of “masc for mascara” is more than a trend—it’s a transformation, with queer men leading the way and redefining what it means to be beautiful.