Gender Stereotypes in the Beauty Industry

Have you ever come across any advertisements where the men flaunt how lovely they look while wearing makeup? If so, how often? Gender inclusivity in the Cosmetic Industry is rarely seen. It must be astonishing to realize how in the 18th century, it was common for men to wear makeup and wigs until Queen Victoria termed makeup as an abomination. Today, globally we are at the doorstep of gender inclusivity in the makeup industry. Nevertheless, we have a long way to go. When you hear the word ‘makeup’, it is often associated with women. It is natural for a woman to take care of her skin and maintain her looks and lavishly spend on cosmetics. At least, that is how femininity is described by our society. If men wear makeup then they are seen as less masculine or even misjudged as gays or transgender. Men wearing makeup often leads to the questioning of their sexual orientation. Neither the society nor the makeup industry sees it as it is.

Via standard.co.uk

It is no secret that the Beauty Industry especially in India had assigned their rigid gender roles when it comes to makeup and personal care products since a long time ago. Women wearing makeup and making an effort to appear confident and beautiful is definitely acceptable and seen as normal in our culture and society. What about the other genders? What happens when your husband wears an eyeliner to the wedding? How would you react to your boyfriend’s likeness towards lip gloss? Shaming men for expressing themselves through makeup is very common in India.

Via shethepeople.tv

David M. Newman explains in his book ‘Identities and Inequalities’ how stereotypes are formed. He says, ‘We learn these stereotypes at young ages, from our families, from the media, and from peers. Consequently, they have become fixtures on the social landscape, working their way into our thoughts and conversations, cultural imagery and the everyday workings of larger organizations and institutions in society”. However deeply sowed these stereotypes are, it is our responsibility to break these stereotypes and educate others to help them make an informed opinion. We should question the rigid roles assigned to what comes under masculinity and femininity. We should build a consumer demand for brands that are gender inclusive. We should support the Social Media influencers who express their art through makeup. Globally, the demand for cosmetics by males have seen an immense growth in the past years. It is time we bring about this kind of acceptance in our country too.

Via gq.com

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