Makeup Is Changing The Meaning Of Masculinity In Modern Society
The makeup industry has grown extensively over the last ten years as a result of men becoming more interested in the cosmetic industry. Men are beginning to eradicate traditional views that makeup is solely for the use of women. South Korea is a prominent factor in the global advance for more diverse products in the industry through normalizing makeup for men. Men in makeup yearn to end the stigma surrounding the cosmetic industry and redefine the meaning of masculinity. In the article by Vivien Jones called, “Makeup is changing the meaning of masculinity,” the themes of essentialism and gender expression are expressed as ASOS, a UK fashion and cosmetic company, is opening up about changing characteristics of masculinity.
In the article “Makeup is changing the meaning of masculinity,” Jones introduces how the online UK-based fashion company ASOS created a “How to do natural makeup on men” video, which received a large response because it is an everyday makeup routine for men, and not just full-face glam. Particularly in the United States, makeup is perceived as a female-dominated product, but today that notion is being challenged. More and more men have become interested in the beauty industry and shaping their appearance since 2010. David Yi, the founder of men’s beauty site “Very Good Light”, looks for inspiration from Korean beauty trends and found that men using makeup products is somewhat normalized in South Korea. South Korea is a big contributor to ending the stigma around men’s use of cosmetics because it has become expected for men to also “look beautiful” without tying it to femininity. On the other hand, men have historically had negative backlash towards using beauty products in the United States, but the way gender is expressed is constantly evolving (Jones, 2018).
One theme in “Makeup is changing the meaning of masculinity” by Vivien Jones is essentialism. Essentialism, by definition, is “the belief that people have a stable and unchanging, true core identity (as opposed to a relational identity that evolves through time, experience, and sociopolitical context)” (Scott, et al. , 2017, p. 511). Jones contradicts this belief of essentialism through explaining how masculinity and femininity are always historically and culturally unpredictable (Jones, 2018). Lorber supports Jones’ idea through stating, “Everyday gender interactions build gender into family, the work process, and other organizations and institutions, which in turn reinforce gender expectations for individuals. Because gender is a process, there is room not only for modification and variation by individuals and small groups but also for institutionalized change. ” (Lorber, 1991, p. 66). Just like gender, society has created barriers and labels for who can and cannot use makeup because it is recognized as being only an industry for women. Makeup is advertised and discerned as a feminine industry, when men have the same ability to use the same products. Jones even mentions how moisturizer used to be a taboo for men which is now a commonly used product for men. Makeup, however, hasn’t reached the same level of acceptance (Jones, 2018). Masculinity is a different definition for everyone, yet it is traditionally associated with men needing to be strong and aggressive, which excludes the act of pampering. Jones states multiple times that instead of men trying to fit this stereotype, they are beginning to advance past it and realize makeup has no boundaries. ASOS responded to this shift with their line of gender-neutral products and launching their tutorial for a natural makeup routine for men. Society is taking small steps in the right direction to make this industry gender-neutral.
Gender expression is another theme Vivien Jones highlights in “Makeup is changing the meaning of masculinity”. Gender expression is defined as “the way one self-presents externally as a gendered being by means of clothing, hair, and mannerisms, etc. ” (Scott, et al. , 2017, p. 512). Jones covers over multiple passages how South Korea has greatly encouraged gender expression for men through the use of makeup. The founder of the men’s beauty site “Very Good Light” David Yi was a main source of information surrounding South Korea’s influence for Jones. Yi found that men using makeup products is somewhat normalized in Korea, unlike that in the United States. It is more acceptable for men to use because it is not thought to be feminine and is expected by the majority of men to now use in South Korea (Jones, 2018). However, makeup for men is perceived more negatively in the United States currently, but the industry has been expanding from this global influence. Jones states, “The growth of men's beauty and fashion products has been outpacing those of women's since 2010, says market research company Euromonitor, suggesting that men are increasingly becoming interested in shaping their own appearance. (Jones, 2018). Social media is also a key influence for this growth that Jones mentions by displaying more gender experimentation (Jones, 2018). Younger generations are being more exposed to less traditional gender roles on makeup through these sources. There are more makeup role models for men to follow to feel more positive about choosing to wear makeup. Men are becoming more confident with using makeup because makeup makes them feel more confident.
Vivien Jones’ article “Makeup is changing the meaning of masculinity” focuses on the ideas of essentialism and gender expression in the makeup industry today for men. Through changing the gender norms surrounding men in makeup, society will continue to change indefinitely. The definition of masculinity will be redefined to fit the standards of all men, and not just emphasizing on aggression and power. Jones summarizes that expanding the makeup industry to reach the appeals of men will fight to end the stigma and evolve the expression of gender.
