Men using makeup is not a common practice anywhere in the world. More so in a conservative country like SA, where some Pentecostal churches often oppose makeup even for women.
The rise of South African men wearing makeup reflects a broader global shift in gender norms and self-expression, where traditional ideas about masculinity are being challenged and redefined.
There are several reasons why more South African men are embracing makeup:
1. Changing perceptions of masculinity
Traditional ideas of masculinity have evolved significantly. More men are rejecting rigid stereotypes about what it means to be masculine, including the belief that makeup is only for women. Instead, they’re embracing makeup as a form of self-expression, creativity, and confidence-building, without fearing judgment for doing so.
2. Influence of global beauty trends
Social media platforms like Instagram, YouTube, and TikTok, as well as the rise of influencers and makeup artists, have made makeup more accessible and popular for men. International beauty trends are reaching South Africa, encouraging men to experiment with makeup, whether for special occasions, photoshoots, or everyday wear.
3. Self-expression and confidence
Makeup can be a powerful tool for self-expression, helping men feel more confident, highlighting their unique features, or creating bold looks. For many, it’s not about conforming to beauty standards, but about expressing their personality or art.
4. Growing acceptance and inclusivity
The beauty industry has become more inclusive in recent years, with more makeup brands creating products tailored for a wider range of skin tones and marketing directly to men. South African makeup brands and global brands now actively promote and celebrate makeup for everyone, regardless of gender, which has led to a rise in its popularity among men.
5. Celebrity influence
South African and global celebrities, including actors, musicians, and influencers, are increasingly breaking gender norms by wearing makeup. Their visibility has made it easier for ordinary men to feel comfortable doing the same. Celebrities like South African artist Nasty C, for example, have publicly embraced makeup and grooming, influencing their fans and followers.
6. Representation of LGBTQ+ communities
In the LGBTQ+ community, makeup has long been a form of self-expression. As the acceptance of LGBTQ+ people increases, so does the influence of their cultural practices. South Africa’s growing LGBTQ+ community has been part of this movement, where makeup is used not just for beauty, but also as a tool for challenging gender binaries.
7. The rise of male grooming
The male grooming market has exploded worldwide, with men now investing more in skincare, haircare, and cosmetics. This shift in beauty and grooming habits has made makeup a natural next step in that trend, as men increasingly focus on looking and feeling good, which includes the use of makeup to enhance their appearance.
In essence, the growing trend of South African men wearing makeup is tied to a broader cultural shift towards freedom of expression, the breakdown of traditional gender roles, and the influence of global beauty trends. It reflects how beauty and grooming are becoming more universal, transcending gender boundaries.
