Alex Rodriguez isn’t your average makeup fan. Straight, Gen X, and traditionally masculine, he’s not the first celebrity to launch a beauty line. But he did it last week.
ARod debuted his new “Blur Stick” concealer in a new campaign for Hims, a men’s wellness brand. The product, which comes in eight shades and is packaged in gray Chapstick-sized tubes, is also modeled by the actor.
In a series of muted promotional photos, an unadorned ARod applies concealer to his cheeks in a bland room. Unlike most celebrity beauty campaigns, this one feels unassuming.
It appears that applying makeup is a routine part of the star’s day. And it is for men like ARod.
Men’s makeup
Men’s makeup appears to be gaining popularity in the West, especially among Gen Z. According to a 2019 Morning Consult survey, a third of American men under 30 “consider” wearing it. Mr. Porter and Mankind now have dedicated makeup categories on their websites, allowing first-time buyers to experiment with products in privacy.
Mr. Porter launched makeup in 2017, with Tom Ford Beauty’s brow gel, and has seen demand rise since. Last year, War Paint for Men, a dedicated men’s makeup line, was launched. The site now has 39 makeup items from 7 brands. “It’s one of our fastest-growing categories,” buying director Sam Kershaw said via email.
Mr. Porter’s male makeup sales grew by a third in a year, according to Kershaw. Part of the reason, he says, is changing attitudes toward skincare and anti-aging products.
“Men’s makeup has become a popular grooming hack in recent years,” Kershaw said. “It’s no longer associated with a deliberate function in the entertainment industry, where you always have to be camera-ready.”
“Our customers are showing a strong demand for products that cover up blemishes and skin discoloration, perhaps largely due to Zoom fatigue during the pandemic,” Kershaw said.
A touch-up
For men like ARod — and “Judas and the Black Messiah” star Daniel Kaluuya, who wore Fenty Beauty foundation on the Oscars red carpet in 2018 — makeup may be more about subtle self-enhancement than colorful self-expression.
YouTube is now flooded with “natural” makeup tutorials for men. The Vogue-produced “Epic No Makeup-Makeup Routine” video by Troye Sivan has 4.3 million views. More than 1.5 million people have viewed two “Makeup for Men” videos by Fenty Beauty makeup artist Hector Espinal.
Kershaw said the Covid-19 lockdowns gave men “a chance to experiment more with self-care” in the privacy of their own homes. “Along with makeup, we’ve seen LED face masks and tools like face scrubs gain popularity,” he added.
Male makeup has been growing in Asia for some time. According to state media, TMall reported in 2019 that sales of male beauty products had increased by over 50% for two years in a row. In South Korea, boy bands like BTS have fronted makeup campaigns, and AmorePacific has launched a military line with natural camouflage makeup and post-training cooling and whitening masks.
Appealing to male customers’ machismo appears to be a popular brand strategy in the West. War Paint For Men, for example, has enlisted the help of James Bond makeup artist Donald Mowat and professional rugby and football teams in England.
Other male makeup brands, like Chanel’s “Boy de Chanel,” use stark minimal packaging, while Stryx markets its products as “tools.” The Blur Stick press release omits the word “makeup” entirely, as does ARod’s neutral gray packaging.
With drag culture and beauty YouTubers like Bretman Rock, brands may be able to differentiate themselves from the female-dominated makeup industry.
But makeup may become increasingly unisex. Earlier this year, the NPD Group reported that nearly 40% of adults aged 18 to 22 were interested in gender-neutral beauty products.
We Are Fluide and Milk Makeup are two recent examples of genderless beauty brands. Fenty Beauty is “for my fellas too,” Rihanna says, announcing A$AP Rocky and Lil Nas X as brand ambassadors.
Rapper Lil Yachty has announced the launch of a nail polish line for “all genders.” Nail polish pens, clippers, and filers are included in the first collection set. “For you, not them,” says the tagline.
“You shouldn’t be judged for painting your nails,” Lil Yachty is quoted as saying on the product’s website. “External opinion shouldn’t affect your aesthetic, and this line reflects that.”