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 ...

“Times have changed,” said Yuki Ishikawa, 36, a male hair and makeup artist. Men looking at cosmetics for sale is a sight more commonly seen over the past few years, according to staff at ...

W*: What is the biggest mistake you often see men making when using makeup to achieve a ‘natural look’? TW: It’s all about getting the shade right for your skin tone, you don’t want to go for anything ...