Add Yahoo as a preferred source to see more of our stories on Google. Jared Leto rocks "guyliner" and a bit of foundation while attending a screening of Morbius in California earlier this year. But ...

Bach Buquen, an influencer with over 6 million followers, creates viral videos that are meant to normalize men wearing makeup. Case in point: A TikTok showing Buquen applying foundation and blush on a ...

Marek Hewryk doesn't call it men's makeup. Instead, he calls it "enhancing products." He's talking about the concealers, eye creams and powders that are becoming more commonplace in the male grooming ...

Forbes contributors publish independent expert analyses and insights. Dahvi Shira is an LA-based reporter who covers beauty and lifestyle. A gateway to entry? Apparently nail polish. Two different ...

More than ever, people are giving the gender binary the middle finger. As millennials and Gen Z increasingly embrace a fluid understanding of gender, brands are taking notes, including those in an ...

It would be too easy to hold Gen Z’s gender-fluid zeitgeist responsible for the advent of men’s makeup. Alas, it is not their untouchable Western woke-ness that birthed a personal care market ...

All products featured here are independently selected by our editors and writers. If you buy something through links on our site, Mashable may earn an affiliate commission. Original image has been ...

Blake Smith is a modern man, and in this manicure-pedicure, metrosexual era he feels comfortable using eye gel to reduce puffiness and dark circles, and a face scrub to exfoliate dead skin cells, as ...

By Jordan FosterJust weeks after the premiere of popular gay hockey romance series Heated Rivalry, star Hudson Williams’ extensive skincare routine has gone viral. In a now-viral video for The Cut, ...

STRYX is a new men’s corrective cosmetics company on a mission to help guys look their best using corrective cosmetic and skincare products. When I first conceived the idea of reporting on make-up for ...