When you do an internet search on words like ‘make-up’ or ‘lipstick’, the only pictures you see are women or girls with their favorite blush or foundation. Well, Google and co., you’d better update your images quickly when talking about make-up now! In these modern times, make-up for men is no longer a taboo. Many famous male celebrities such as Jared Leto, Adam Lambert and Boy George are already using make-up to look good in the spotlights.

It’s not a rare consumer trend nowadays: more and more young men like to experiment with make-up. Beauty no longer is a woman’s prerogative – men want to look good as well, as was revealed by a study conducted by the Chapman University. Their research has shown men are actually vainer than women. Overall, the survey indicated that men spend more time in front of the mirror than women. Keeping this evolution in mind for 2017, it would not come as a big surprise if many men started using make-up as a daily routine. Still, according to an article in the Los Angeles Times, men prefer the word men cosmetics rather than make-up. Make-up does sound too feminine for some men. The fact that make-up is a ‘woman thing’ is a challenge retailers should overcome. Some brands are even making their men cosmetics more attractive by using a very masculine package for their products such as foundation packed in the form of a liquor bottle.

Nevertheless, in times of gender equality, emancipation and free-minded spirits, men wearing make-up should no longer be a gender issue. Remember, women wearing trousers was once unthinkable as well. It has also been proven that younger generations (especially Generation Z) are more open-minded than previous generations. Kids of the Z Generation were born in a gender-fluid world. Research has revealed 81% of the respondents agrees that gender does not identify you as a person. Besides, teens from Generation Z are already buying clothes based on what they like, not on what their gender is. For retailers and branding, it means thinking in unisex terms. All these external factors need to be considered, because they influence the way we will think about make-up for men in the near future, specifically in 2017.

British Junaid is convinced his looks need more than just the traditional hygiene techniques. When he goes out, he spends hours in the bathroom: peeling his eyebrows, applying mascara, and using his favorite lotions and foundations. Junaid was seen in Obsessed with My Body, a Channel 4 documentary. The program studies the reasons for improved male grooming habits. To Junaid, make-up is not a way to show off on Instagram but a way to heal his past: he was bullied because of his looks. He says that “perfecting the way I look on the outside helps me to conceal some of my more painful memories.”

17-year-old James is more like a breakthrough. He’s the first man ever to make the front page of CoverGirl, an American magazine about beauty tips. He’s also a perfect example of the Generation Z mindset, which implicates gender equality and personal identity. CoverGirl gives opportunities to men that want to share their make-up knowledge. Thanks to James, boys with similar interests can openly experiment with glamourous make-up. On his YouTube channel, he’s even encouraging other men to use make-up. His branding story is very simple: he just adores wearing make-up, regardless of what society may think of it. His influence all around the world is growing after being spotted with Katy Perry, and on November 13, 2016, he was on Ellen De Generes’ talk show Ellen. So, the big question for 2017 is whether modern men won’t dare cry because it will ruin their make-up.

Is it a cliché that only gay men use make-up? Well, not in the current day and age! Chris Oflyng is an 18-year-old vlogger that made a video about the fact that he’s straight and wears make-up. He openly expresses there’s nothing wrong with wearing make-up, regardless of your gender and sexuality. His video already had more than 1.8 million views. You can watch it here:

Yes, we are talking about vlogging, because if you say Generation Z, then you must think new ways of communication media. ‘90s kids used to chat with MSN Messenger right after school. Millennials nowadays are fully focused on video blogging aka vlogging. Successful YouTubers are the new idols, such as PewDiePie, Casey Neistat and also make-up artists like Manny Mua and Patrick Starrr. Young men watching make-up tutorials no longer are a rare phenomenon. After all, girls also watch videos about car technology or how to wear a tie, right?

Of course, we need to realize that not all men are the same. It’s an industry that should be accessible for men that are interested, but not every man should feel obliged to use it. Make-up for men is a consumer trend that has to happen as an evolution, not as a revolution. In certain parts of the world, it’s already accepted, and in some countries it’s the most unthinkable thing for a man to do. Still, in a world where gender equality and acceptance are common values, make-up for men should no longer be a taboo. The UK male grooming market is expected to be worth 1 billion pounds by 2017. It will only take time, appreciation and money to make unisex make-up the norm. Make-up is a product that should make people feel more beautiful and confident.

Like 19-year-old British YouTuber Jake Jamie Ward says: “This is not about men wanting to be feminine, it’s just about creating the best possible version of ourselves” – again, someone from Generation Z is doing the talking! So, retailers should take a closer look at this generation’s interests and lifestyle to become a successful player in this delicate market. And to conclude with one tip for all men: use make-up seriously, otherwise you risk looking ridiculous…