Add Yahoo as a preferred source to see more of our stories on Google. Bach Buquen, an influencer with over 6 million followers, creates viral videos that are meant to normalize men wearing makeup.

Men’s makeup is emerging as one of beauty’s most lucrative growth areas, fueled by Gen Z men, social media and shifting attitudes toward masculinity. Global men's grooming sales are expected to climb ...

Walk into any major drugstore or beauty retailer in 2026 and something has fundamentally changed. Men are browsing cosmetics aisles without hesitation, testing foundation shades and comparing ...

For men, the word makeup can be quite daunting, and it’s easy to understand why. Historically makeup—be it foundations, blushes, or bronzers—has been largely marketed to and used primarily by women.

Dark, sculpted and sultry — the prism of siren makeup was alive and well on the GQ Men of the Year red carpet in Los Angeles on Thursday night, where hosts Sydney Sweeney, Stephen Colbert, Seth Rogen, ...