By Akanksha Arora
For centuries, a man in makeup has either been a rockstar, drag icon or a scandal. In between those foundation formulas and flushed cheeks, was years of ridicule and unspoken rules about what a man SHOULD look like. But say no more! Today, in a world that is questioning the binaries it once held sacred, makeup is being redefined. And this time, its not being done as a “girl thing” or a performance – it is no more a secret stashed behind the closed doors – but as art, power, self expression and masculinity. “It started with curiosity growing up, seeing my mom using make-up on herself. She was a noobie herself, but the confidence make-up injected in her every time she wore it.. struck a chord with me. I noticed the same pattern among my female friends in college and over time, I started to ask a lot of questions about concealers, blush, foundation to my mom and my friends. They were also kind enough to answer them patiently,” says Siddharth Batra, a lifestyle content creator. For Ankush Bahuguna, who is known for being one of the top beauty influencers in India, the journey was different. He says, “It was during the lockdown when we were all hold up inside our houses and I was making contact with my mother and I realised that there was no access to makeup artist so l had to step up and experiment with whatever make up was lying around at home, and you know my mom loved being dolled up. In this entire process, I was reminded how much I loved painting in childhood. It kind of reignited that hobby through makeup and I started enjoying it.” This is how Ankush’s makeup page “wingitwithankush” came to life. The Iconic ‘Glow-up’ MovementScroll through Instagram and YouTube today, you’re bound to come across creators contouring their faces into chiseled masterpieces. No longer a niche, the rise of men in makeup is a full-blown movement. It’s more than just a fad – it’s a cultural correction. If you think makeup for men is something new that is making rounds in 2025, you are wrong. It is very much deep-rooted in history. Ancient Egyptian pharaohs wore kohl-lined eyes as a way of demonstrating power. Also, French aristocrats powdered their faces to reflect status. Even in Bollywood and global cinema, actors have long had their faces layered in foundation before stepping on screen. However, this time, it is different. It is personal – a matter of pride, rather. Ankush says, “In the profession I am in, most men wear makeup. So, it was very normalised in my head. Also, I think, I have been very lucky to be surrounded by so many supportive people. Despite that, yes, I will get some stares in the metro and malls.” The Stigma Still Smudges!Although we have come too far, the stigma around men is makeup has not completely faded. Many people still equate beauty products with femininity – reinforcing toxic ideas of masculinity. This is where these creators, brands and everyday users come in – to normalize makeup as something that is not confined to a gender but belongs to everyone. “Change comes with time, with wear/tear of ones own beliefs, experiential knowledge and more importantly, it’s the duty of someone like me to facilitate such changes with a platform that’s watched by many. Makeup for all (or for just men) will become normal as people start to accept and respect eccentricity, freedom of doing/speech, liberty of ones action as an individualistic practice. Gladly, I do see a slow change,” explains Siddharth. More Than Vanity, It Is About VisibilityThis gradual shift is definitely not about vanity — it is about visibility. It is about reclaiming beauty as a universal human experience, rather than a gendered ritual. When creators wear blush, gloss, or graphic liner — they’re not just painting their faces. In fact, they’re painting a future where no one has to apologize for how they shine, for their identity. On being asked if gender norms around grooming and beauty are finally evolving, Ankush says, “I think its definitely evolving in the urban circles, thanks to social media. The ground reality is that there is still a long way to go, that’s how I like to put it. There is a lot more awareness whether or not people accept it. A start is a start.” In a world that is still holding on so tight to the rigid definitions of masculinity, every man who picks up a brush or a brow pencil is doing more than just enhancing his features – he is rewriting the rules. In this movement, makeup is not a mask or deception, it is a declaration. And as more men come forward, unapologetically lining their eyes or dabbing that highlighter, they are not just transforming their faces, they are transforming the conversation! Beauty is a spectrum and finally men are done dimming their light to make others feel comfortable