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Troye Sivan glossier
courtesy of Instagram/@troyesivan

What Troye Sivan’s Glossier campaign says about gender in beauty ads


TextMonique May Munroe

Sivan’s debut for the beauty brand highlights the much-needed portrayal of men in beauty advertising

Troye Sivan. Is there anything he can’t do? (The answer is no). The singer, actor, queer icon and now beauty campaign star, has partnered up with Glossier to front their new beauty offshoot Glossier Play, alongside dancing sensation Donte Colley and activist/presenter Noor Tagouri.

Glossier Play is the colourful twin sister of the minimalist OG range and is everything a beauty zealot could ask for. “With Glossier Play, you'll find colours you've never seen before, luxurious textures that move with you, and products that breath excitement back into your makeup routine,” the brand stated in their press release. “Glossier Play isn't about a certain look, it's about having fun in whatever moment you're in.”

With the inclusion of Sivan and Colley as faces in their campaign, Glossier join a growing number of brands who are increasing male representation in their beauty advertising. Last November, Milk Make-up tapped creative entrepreneur and actor Luka Sabbat as the face of their latest range of face tattoo stamps. While prestige beauty brands such as Chanel and Tom Ford have branched out into men’s make-up with BOY DE CHANEL and Tom Ford for Men, respectively. These launches come at a time when an increasing number of men are wearing make-up. A report by The Future Laboratory last year estimated around 15 percent of UK men under the age of 45 bought make-up in 2016 and predicted the male beauty and grooming industry to grow to over £47 billion by 2020.

Male beauty bloggers have also contributed to the normalisation of make-up use across genders. In 2016, YouTuber James Charles became the first male ambassador for Cover Girl, while others such as Manny MUA and Patrick Starrr have released collaborations with brands including Benefit and MAC Cosmetics.

This is blossoming development of diversity in the cosmetic industry as we evolve into a new era of make-up for everyone. We fully endorse these deconstructions of gender norms and support the continued de-stigmatisation of men who want to wear make-up.

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