Men are trying out makeup – and it's no surprise, experts say

Young Yuh's skin care and makeup routine usually takes 35 minutes: cleanser, toner, some type of serum, moisturizer, 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 TikTok and posts skin care and makeup tutorials full-time, finds the process key to his self-expression.

Makeup and skin care 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 skin care in that way whatsoever."

Men and masculine-identifying people have adorned themselves with makeup for thousands of years. But gender binaries established during the Age of Enlightenment of the 17th and 18th centuries influenced who typically wears – and who doesn't wear – makeup today.

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