Apart from rock stars like Keith Richards wearing eyeliner and footage of the annual Mardi Gras parade, men-wearing-makeup have remained largely under the radar – until now.Yes, gender fluidity has well and truly hit the mainstream, seeing unisex makeup jumping from the stage to the street.

“Boy beauty” has seen male beauty bloggers become gender-fluid muses for the likes of big brands like CoverGirl and Maybelline, not only democratizing the use of makeup but changing the way we talk about gender in the process.

If the millions of social media followers being racked up by the likes of male makeup artists Patrick Starr, Manny Gutierrez and Jeffree Star are anything to go by, then the inclusivity message is being heard loud and clear. But is gender-blending beauty really here to stay?

https://www.instagram.com/p/BS4lI_5AaWb/embed/?cr=1&v=7&wp=770#%7B%22ci%22%3A0%2C%22os%22%3A5426.625000000001%7DAccording to a recent report by global market research company Mintel, brands are becoming increasingly aware of the shift in gender barriers (with regards to both sexes,) as being something they need to both cater to and celebrate.

“Consumers are moving away from traditional gender stereotypes, in part driven by the increased visibility of gender diversity. As such, the traditional gender boundaries associated with fashion and beauty trends are becoming progressively blurred,” a spokesperson for the company stated.

Here, the brands we’re giving three big gender-neutral claps for embracing unisex beauty.

Calvin Klein

https://www.instagram.com/p/BNSaQ2-Bhov/embed/?cr=1&v=7&wp=770#%7B%22ci%22%3A1%2C%22os%22%3A5437.6900000000005%7DThe original unisex fragrance creators, Calvin Klein launched CK One in 1994 and the light, citrusy, herbaceous scent was a best-seller. Their follow-up, CK2, is a woody, fresh scent making it still the OG androgynous cologne.

ASOS Face + Body

https://www.instagram.com/p/BYxQEmLj0og/embed/?cr=1&v=7&wp=770#%7B%22ci%22%3A2%2C%22os%22%3A5443.125%7DNot content with being your go-to for on-trend clothes and accessories, ASOS last week launched an entire collection of inclusive in-house beauty products that all genders and skin tones should feel free to use.

CoverGirl

https://www.instagram.com/p/BLbN-CzAJsz/embed/?cr=1&v=7&wp=770#%7B%22ci%22%3A3%2C%22os%22%3A12910.225%7DCoverGirl made worldwide headlines when they announced that a 17-year-old makeup artist from New York, James Charles, would be its first “CoverBoy” – gaining him 2.4 million Instagram followers in the process.

M.A.C

https://www.instagram.com/p/BFbyuKeOOYD/embed/?cr=1&v=7&wp=770#%7B%22ci%22%3A4%2C%22os%22%3A12924.01%7DOne of the original supporters of inclusive cosmetics, M.A.C has always proudly stated their products are for all ages, races and sexes. They’ve twice collaborated with model Stephanie Seymour’s sons, Harry and Peter Brant, on a collection of gender-neutral products, which included brow gels, lip stains and eyeshadows.

Maybelline New York

https://www.instagram.com/p/BZRsJDxAClb/embed/?cr=1&v=7&wp=770#%7B%22ci%22%3A5%2C%22os%22%3A12937.595000000001%7DEarlier this year Maybelline announced Manny Gutierrez (known as Manny MUA) would front their Big Shot Mascara product launch – making him the first male to ever star in a major campaign for the company.

Rimmel London

https://www.instagram.com/p/BPaoBrugJth/embed/?cr=1&v=7&wp=770#%7B%22ci%22%3A6%2C%22os%22%3A18132.085%7DRimmel London joined the ranks of high-profile beauty brands extending their advertising inclusivity to men when they featured 17-year-old British YouTube blogger Lewys Ball in their major campaign.

L’Oreal Paris

https://www.instagram.com/p/BUCbkg2FqNU/embed/?cr=1&v=7&wp=770#%7B%22ci%22%3A7%2C%22os%22%3A18384.195000000003%7DL’Oreal Paris jumped on-board to support the inclusivity cause with their True Match foundation campaign, which featured makeup artist Gary Thompson from The Plastic Boy. Seriously, that highlighter though
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