Men's makeup brands are discreet — and all over Instagram

Nestled on my Instagram feed between a picture of a high school friend living their adult life and one of the Kardashians (they’re starting to blur together), was a sponsored post for “makeup for men” entitled War Paint. As I sat there watching the ad jump to life— a tattooed man covering his well-lit skin with a black beauty blender— I couldn’t get over the fact that it’s literally called “War Paint.”

Over time, I scrolled into more of these sponsored ads, like a weasel wandering into well-laid traps. Granted, I’m a gay guy who’s been wearing makeup since high school; some tinted moisturizer here, some blush there, but makeup nonetheless. So while I’m aware that these ads might not be enticing to me, per se, I wonder if they’d be enticing to someone who isn’t ready to step foot in a Sephora at any given moment. Read more...

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