Pin It
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.

Read Next
Brit Dawson laser tattoo removal
Everything you’ve ever wanted to know about laser tattoo removal Tried and Tested
1315847
January 2022: start the year off on a high this Capricorn season Horoscopes
Hair Story: A love letter to Black hair
This short film is a love letter to the beauty and power of Black hair Beauty Film
Euphoria
The ultimate holiday gift guide for all beauty lovers (including yourself) Beauty Feature
Tyler, the Creator Golf le Fleur
Tyler, the Creator busts into beauty with a dreamy gender-neutral brand Beauty news
Yeule
PC Music affiliate Yeule’s perfume will protect you against demonic summons Beauty news
best lip balm dry skin glossier pat McGrath
This website finds exact formula dupes of expensive skincare Beauty news
Tarot series – Tabitha Swanson and Laura Schaeffer
These artists transform tarot cards into ethereal 3D fantasy worlds Beauty Feature
Glossier London 04
Everything you need to know about Glossier’s IRL London space Beauty news
Michelle Visage
Michelle Visage chronicles her breast implant removal in a new documentary Beauty news
Doja Cat
Doja Cat’s interactive music video teaches you to code, starting with nails Beauty news
Lady Gaga Frederic Aspiras
Lady Gaga’s hairstylist cried after dyeing her brown for House of Gucci Beauty news
Suncream contouring on TikTok
TikTok’s latest beauty hack? Suncream contouring Beauty news
Not Another Intl: FACES 02
Watch an intimate film exploring Ireland’s beauty evolution Beauty Film
Ermenegildo Zegna’s XXX fragrance
Ermenegildo Zegna’s XXX fragrances are all about cinematic adventure Product of the Week
Machine Gun Kelly
Machine Gun Kelly launches a nail polish brand for introverts Beauty news