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
Reebok x Très Rasché
Behind the extreme beauty looks of the Reebok x Très Rasché collab Beauty news
Kat Von D
Kat Von D has stepped away from her beauty brand Beauty news
kylie jenner lip filler cosmetic surgery trend
Yo-yo lip filler, a dangerous plastic surgery trend, is blowing up Beauty Feature
Ayanna Pressley
Congresswoman Ayanna Pressley opens up on having alopecia as a black woman Beauty news
Matt Bernstein aka Matt XIV beauty look
Matt Bernstein’s colourful, confrontational looks spotlight queer issues Makeup artist
Drag Race Queens _ Marta Klara _ 2
A brutally honest review of RuPaul’s Drag Race alumni’s make-up lines Tried and Tested
Kylie
Watch out BeautyCon – KylieCon might be coming our way Beauty news
Diana Ross
Sandy Linter on ageless glamour and transforming Diana Ross and Jackie O Icons
Jessica Simpson
Remember when Jessica Simpson launched an edible cosmetics line? Cult Vault
Josh Hight
Photographer Josh Hight celebrates goth & new wave with this extreme shoot Photo story
Miley Cyrus shag haircut
Why Miley Cyrus’s 70s shag haircut is a modern Instagram obsession Beauty Feature
Keash Festival Hair
African American women who use hair dye more at risk of cancer, study finds Beauty news
daisy collingridge squishy artist textile bjork
Squishy artist Daisy Collingridge wants to eradicate boring body ideals Beauty Feature
Thinx
Thinx period underwear may contain toxic chemicals Beauty news
nikkie tutorials transgender coming out video youtube
The beauty community celebrates NikkieTutorials as she comes out as trans Beauty news
Phantasm
WTF is cool sculpting and does it work? Tried and Tested