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WebIn the 1970s, men were encouraged to be more sensitive and nurturing in their relationships, but in the late 1980s, men were drawn towards a different masculinity. Muscular strength, appearing masculine, meant building up muscle mass in the gym, not wearing makeup. Attractiveness is now defined not in terms of muscle mass. WebMar 29, 2016 · "Somehow our society decided that only women should wear makeup," Jake-Jamie, a U.K.-based makeup artist, said via email. "We often hear phrases like 'manning up,' 'getting on with it' and being ... WebOct 23, 2024 · Unsurprisingly, cosmetic brands have been quick to jump on the growing trend for male makeup, part of a grooming industry worth $57.7bn (£43.6bn) in 2024 and expected to top $78.6bn (£59.5bn) by ... hyundai tucson tle