Make-up for men: how K-pop, changing ideals and gender identity are driving the male cosmetic trend, and tips for men who want to try | South China Morning Post

Young Yuh's skincare and make-up routine usually takes 35 minutes: cleanser, toner, some type of serum, moisturiser, sunscreen, primer, concealer, contour, blush and eyeliner. For many straight men like Yuh, this might seem excessive. But Yuh, who boasts 1.6 million followers on short-video social media platform TikTok and posts skincare and make-up tutorials full-time, finds the process key to his self-expression. Make-up and skincare preferences vary greatly from person to person, Yuh, 31, says over the phone from Los Angeles. "It's like hygiene or it's like art. There shouldn't be any stereotypes, especially with gender, linking skincare in that way…