Add Yahoo as a preferred source to see more of our stories on Google. Bach Buquen, an influencer with over 6 million followers, creates viral videos that are meant to normalize men wearing makeup.

Men’s makeup is emerging as one of beauty’s most lucrative growth areas, fueled by Gen Z men, social media and shifting attitudes toward masculinity. Global men's grooming sales are expected to climb ...

SEOUL, South Korea (AP) – Cho Won-hyuk stands in front of his bedroom mirror and spreads dollops of yellow-brown makeup over his forehead, nose, chin and cheeks until his skin is flawless. Then he ...

Makeup is no longer a fringe phenomenon reserved for a select few influencers or specific circles. In 2025, the men's beauty industry is undergoing a true cultural revolution, driven by a generation ...

Men using makeup is not a common practice anywhere in the world. More so in a conservative country like Nigeria, where some Pentecostal churches often oppose makeup even for women. Beauty standards ...