![]() While makeup brands may not outright say ‘this product is for women’, can you think of a single time you’ve seen anything but a woman’s face blown up on a makeup brand’s promotional poster? Whether it is the packaging, store placement, or advertising, the beauty industry knows that sales will always boil down to the target market they appeal to the most. Cosmetic marketing is undoubtedly geared toward women. While these stereotypes are perpetuated in everyday situations, there’s a larger force at work when it comes to why makeup is often considered to be “for women”- the beauty industry. ![]() ![]() It’s a classic example of toxic masculinity and misogyny at play- men under the pressure to be hyper-masculine or risk being ridiculed for being, God forbid, like a woman. It is far from socially acceptable for a man to wear makeup - other men consider it “too feminine”, and many women see them as “less masculine”. If you are a woman and wake up with a newly formed zit on your forehead on the day of your job interview, you know it’s not a big deal because you can easily dab some concealer on and go to your interview looking your best. Many arguments circulate makeup and what it should be used for - is it to cover imperfections, is it an art form or is it deceit? Why and how women wear makeup is a highly controversial topic already - but what about men? However, men are almost never expected to wear makeup for work – save for performative roles like news anchors, actors and models. Why? It’s seen as a standard of looking “clean” and put together. A post shared by WAR PAINT we see makeup as mainly used by women and in many work settings, women are expected to wear makeup and are considered unprofessional if they don’t. ![]()
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