Following the demise of toxic masculinity and the rise of fluid identities, men’s beauty is finding its stride. Amidst a larger wave of self-care, men are embracing skincare, makeup and body care, and brands are taking note of the shift in masculine beauty and hygiene. “The same way that masculinity is evolving, men are being introduced to taking care of themselves,” Faculty cofounder Fenton Jagdeo told Hypebeast. “There’s no one way to be you, no one way to be masculine.”
Tapping into this space, professional athlete Alex Rodriguez launched his Blur Stick concealer in late May as part of his campaign for men’s wellness with Hims. The athlete is promoting the product as an ordinary part of his morning, speaking to the growing popularity of men’s care and makeup for men of any age, occupation, or orientation.
