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Makeup for men wants to defy the gender binary — but does it really?

Mic
 2021-06-15

Cover picture for the articleMore 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 industry that’s been traditionally, and heavily, marketed to women: beauty. Men’s makeup brands like MATTIAS, Formen, and War Paint for Men have emerged. Household names like Chanel and Tom Ford have men’s makeup lines, and A-Rod launched a men’s concealer with Hims & Hers, called The Blur Stick, last month.

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