The beauty industry has long been dominated by women. For decades, makeup tutorials, skincare routines, and product launches were largely designed with women in mind, promoted by female influencers and celebrities. But in recent years, a powerful shift has been underway. Men’s grooming and beauty have moved from niche to mainstream, fueled in no small part by a new generation of men’s beauty influencers who are reshaping perceptions about masculinity, self-care, and personal expression.
Men’s beauty influencers aren’t just promoting products—they’re challenging outdated stereotypes, educating consumers, building beauty PR campaigns and building vibrant communities online. This op-ed dives deep into who these influencers are, how they’re changing the beauty landscape, and what brands and consumers can learn from them.
Breaking the Mold: Why Men’s Beauty Influencers Matter
The rise of men’s beauty influencers is a reflection of larger societal shifts around gender roles, identity, and wellness. The stigma that once surrounded men caring about their skin or wearing makeup is eroding. Younger generations especially see grooming and beauty as tools of self-confidence, artistry, and wellness rather than vanity.
Influencers play a critical role in this evolution by:
- Normalizing men’s beauty routines
- Offering guidance on products and techniques
- Representing diverse masculinities
- Creating content that educates and entertains
They build trust and relatability in ways traditional advertising struggles to match.
Notable Men’s Beauty Influencers Changing the Game
Let’s explore some of the standout figures in the men’s beauty influencer world, each bringing unique perspectives and audiences.
1. James Charles
Perhaps the most famous male beauty influencer globally, James Charles skyrocketed to fame on YouTube with his makeup tutorials and charismatic personality. He broke barriers by becoming the first male CoverGirl ambassador in 2016, symbolizing a seismic shift in how brands see male consumers.
James’s work challenges the idea that makeup is gendered. His artistry and vibrant content have attracted millions of followers, many of whom appreciate how he makes beautyaccessible and fun for everyone. Despite facing controversies, his influence on male beautyculture is undeniable.
2. Bretman Rock
Known for his bold personality and unapologetic style, Bretman Rock is a trailblazer in themen’s beauty community. Hailing from the Philippines and based in the US, Bretman combines humor with high-energy tutorials and lifestyle content.
He’s a symbol of inclusivity, representing LGBTQ+ voices and breaking down cultural stereotypes about masculinity. His authentic and entertaining approach has won him millions of followers and significant brand partnerships.
3. Patrick Starr
Patrick Starr is another prominent figure who has built a strong presence with glamorous makeup looks, skincare tips, and lifestyle vlogs. Starr’s polished aesthetic and approachable persona have made him a favorite among both male and female beauty fans.
He leverages his platform to educate audiences on skincare science and product usage, filling a knowledge gap many men face when entering beauty routines.
4. James Welsh
For those interested in skincare education rather than bold makeup, James Welsh is a trusted voice. A skincare enthusiast and content creator from Scotland, James offers thorough ingredient breakdowns, routine tips, and product reviews.
His calm, informative style appeals to men looking to understand and improve their skincare in a practical way, helping demystify beauty jargon and build confidence.
5. Ricky Dillon
Originally a YouTube vlogger, Ricky Dillon has evolved into a multifaceted influencer promoting beauty, wellness, and self-expression. He often discusses mental health alongside beauty, emphasizing the holistic connection between how we look and feel.
Ricky’s authenticity and willingness to share personal stories help normalize men’s involvement in beauty and wellness conversations.
6. James Charles and Other Celebrity Crossovers
Male celebrities like Harry Styles and Pharrell Williams have also influenced men’s beautyculture by openly embracing skincare and fashion experimentation. Their visibility complements influencers by demonstrating that beauty transcends age, profession, andgender norms.
What Makes Men’s Beauty Influencers Different?
Men’s beauty influencers often navigate a different landscape than their female counterparts:
- They face unique societal pressures: Male influencers challenge stigma around male grooming, often confronting backlash or skepticism.
- Their content blends education and entertainment: Because men may be newer to beauty routines, influencers frequently focus on how-to guides, product explanations, and tips.
- They emphasize inclusivity: Many celebrate diverse masculinities, including LGBTQ+ identities, ethnic diversity, and body positivity.
- They engage with wellness holistically: Men’s beauty influencers often tie skincare andgrooming into broader themes of mental health, confidence, and self-care.
Impact on the Beauty Industry
Men’s beauty influencers have forced brands to rethink how they approach the male consumer:
- Product innovation: Brands are developing skincare, makeup, and grooming products tailored for men’s skin types, concerns, and preferences.
- Marketing shifts: Campaigns increasingly feature men and non-binary individuals authentically, rather than as tokens.
- New channels: Brands collaborate with male influencers on social media platforms, live streams, and interactive content.
- Education focus: Brands invest in content that demystifies beauty for men, mirroring influencer efforts.
These changes open new revenue streams and foster stronger consumer-brand relationships.
Challenges Men’s Beauty Influencers Face
While the impact is positive, men’s beauty influencers face distinct hurdles:
- Gender bias: Male beauty content is sometimes dismissed as “less authentic” or “novelty” compared to women’s.
- Backlash and trolling: Men in beauty often endure negative comments questioning their masculinity or motives.
- Brand skepticism: Some brands remain hesitant to invest fully in male beauty, limiting opportunities.
- Mental health toll: Public scrutiny and the pressure to perform can affect influencers’ wellbeing.
Acknowledging these challenges is key to supporting men’s beauty creators and encouraging industry progress.
The Future: Where Men’s Beauty Influencers Are Headed
The trajectory of men’s beauty influencers points toward:
- Greater diversity: More men from varied backgrounds, ages, and identities will emerge.
- Expanded wellness integration: Beauty content will increasingly intersect with mental health, fitness, and lifestyle.
- Innovative content formats: AR, live tutorials, and interactive platforms will enhance engagement.
- Collaborative brand partnerships: Authentic co-creation rather than transactional sponsorships.
The growth of this community promises to make beauty more inclusive and expansive for all.
Men’s beauty influencers are more than just content creators; they are cultural pioneers redefining what it means to be a man in the 21st century. Through education, representation, and self-expression, they break down barriers and expand the beauty industry’s horizons.
For brands, embracing and supporting these influencers is not just good marketing and good beauty PR —it’s essential to staying relevant in a rapidly evolving market. For consumers, these voices offer guidance, inspiration, and community.
As men’s beauty continues to flourish, influencers will remain at the forefront, leading the way to a more open, inclusive, and vibrant beauty culture.
