One in three discover males carrying make-up enticing, new examine finds

Once upon a time, the realm of makeup, hair and skincare was cordoned off to men — or rather, anyone who wasn’t a woman. But times are a-changing, and these days, the rigid gender binaries that once dictated the rules of the beauty world are starting to melt away.

A new report has found that one in three people find men who wear makeup attractive, while nearly a three quarters of respondents (74 per cent) consider inclusivity in beauty products and marketing important.

And yet, while the majority believe inclusivity in makeup, hair and skincare is a good thing, the survey revealed that the beauty industry as whole wasn’t matching this energy. The survey of 1,000 people revealed that nearly a quarter of respondents (23 per cent) feel that gender beauty stereotypes still prevent them from looking the way they want, while one in five believe that society’s perception of beauty is not gender-inclusive enough.

60 per cent of respondents agree the beauty industry should cater to non-binary and genderqueer people better. Marina Klimenka, Co-Founder of Luvly (who authored the study) agrees that the beauty world continues to be fraught with discrimination. ‘You need to replenish your supplies, but every product on the shelf is marked as ‘male’ or ‘female’,’ she says. ‘Beauty brands need to let go of their outdated—and frankly harmful—gender stereotypes.’

Pride Month is now officially afoot, so what better time to shine a spotlight on some of the trailblazing brands changing the beauty landscape for good? Read on for a selection of our faves.


MAC 40 Shades Of Pride Eyeshadow Palette

40 Shades Of Pride Eyeshadow Palette

Since its inception in 1984, MAC Cosmetics has proudly championed inclusivity in the makeup world. So much so, in fact, that every February, MAC celebrates LGBT+ history month by educating people on different moments in LGBT+ history. What better way to get into the spirit of Pride than by painting your eyelids with all the shades of the rainbow from their new limited edition 40 Shades of Pride Eyeshadow Palette?

Sam Farmer

Quick Cleanse Face Wash

Quick Cleanse Face Wash

Sam Farmer’s teen skincare line is designed with gender inclusivity at front of mind. The boundary-breaking brand sets out to wash away harmful gender stereotypes — all products, which are completely unisex, come wrapped in gender-neutral packaging. Their Quick Cleanse Face Wash is a gentle, universal formulation that is suitable for all skin types — not to mention, it’s super affordable.


MILK MAKEUP MILK MAKEUP Pore Eclipse Matte Blur Stick – Non-Comedogenic Mattifying + Blurring Primer

MILK MAKEUP Pore Eclipse Matte Blur Stick - Non-Comedogenic Mattifying + Blurring Primer

Milk Makeup are pioneers of gender inclusivity in the beauty industry. The brand regularly donates to LGBT+ charities, while their gender-fluid, vegan makeup products continue to be game-changers on the makeup scene. Their brand new Pore Eclipse Matte Blur Stick is a shine-controlling primer that will create the perfect canvas for your makeup, magnifying the skin without causing caking or dryness.


Hwyl Eau de Parfum

Hwyl Eau de Parfum

The fragrance world has traditionally been one of the worst culprits when it comes to endorsing restrictive gender stereotypes. You know the drill — women wear floral, sickly sweet perfumes, while men wear the same-old musky, earthy colognes. Enter stage right: Aesop, a brand that sets out to subvert the rules with unconventional, non-conforming scents. We’re obsessed with their Hwyl Eau de Perfume — with notes of cypress, frankincense and vetiver, the fragrance is spicy, woody and smoky. It transcends the traditional meaning of fragrance in the best way.


Clearly Corrective™ Daily Re-texturizing Triple Acid Peel

Clearly Corrective™ Daily Re-texturizing Triple Acid Peel

For the third year running, Kiehl’s is partnering up with LGBT+ charity Just Like Us for Pride Month, having raised £50,000 to date, supporting the charity’s efforts to empower young people in the LGBT+ community. Their new Clearly Corrective Daily Re-texturizing Triple Acid Peel is the epitome of gentle yet effective — formulated with AHA, BHA and PHA, it’s the ultimate multitasker that sets out to reduce pores, smooth skin and improve radiance.


Gypsy Water

Gypsy Water

Byredo does what it says on the bottle, and boy does it do it well — all of their fragrances are completely unisex. Byredo is paving the way for a new era of fragrance, and it’s easy to see why they’ve gained such a cult following. Gypsy Water is easily one of our faves — with notes of citrus and sandalwood, it’s woody and refreshing in equal measure.




Rihanna’s skincare line, Fenty Skin, has been disrupting the skincare industry since its inception in 2020. The line is completely gender-neutral, and is driven by an inclusive message of authenticity. We’re obsessed with the Butta Drop Whipped Oil Body Cream, which is thick, ultra-hydrating, and enriched with a nourishing blend of tropical oils. Unsurprisingly, it’s often sold out — so we recommend getting your hands on it while you can.


Dripglass Glazed High Shine Lip Gloss

Dripglass Glazed High Shine Lip Gloss

Bold, brave and vibrant are some of the words that spring to mind when we think of Morphe. Their tagline reads: ‘Stereotypes? Not interested’. The brand has worked with a diverse list of beauty influencers over the years, including Bretman Rock and Todrick Hall. Their brand new Dripglass Glazed High Shine Lip Glosses — particularly in the shade Peach Prism — scream summer, with their ultra shiny, lustrous finish.


My Custom Foundation

My Custom Foundation

Decypher is a makeup brand that has completely broken free from the shackles of gender stereotypes. The pioneering brand creates mixed-to-measure foundation shades, in a unique effort to provide completely customisable beauty products. The My Custom Foundation is enriched with hyaluronic acid, natural extracts and emollients. Oh, not to mention — it’s completely personalised to you.

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