“It’s just a product — why the big deal?”
In a country where traditions shape identity and societal norms dictate personal choices, the idea of men wearing makeup can still raise eyebrows. Yet, beneath the surface of judgment and stereotypes, a quiet shift is slowly unfolding. More Indian men are stepping forward—not just into the makeup aisle, but into a space of self-expression and quiet confidence. This blog explores the resistance, the misconceptions, and the cautiously evolving conversation around makeup for men in India.
The Social Lens: What Defines ‘Acceptable’ Grooming?
Indian culture has long drawn a rigid line between what’s seen as masculine and feminine. Makeup, for the most part, still sits firmly on the latter side. Masculinity here has often been associated with simplicity, toughness, and minimal grooming. So, when a man reaches for a concealer or BB cream, it tends to clash with long-held perceptions about how a man “should” look. Even today, makeup for men is generally limited to the bare minimum: base products like foundation, concealer, or sometimes a bit of compact powder. Anything more—like lip color, eyeliner, mascara or eyeshadow—is not just uncommon, but widely unaccepted. In many circles, it may even remain taboo. And no matter how much society modernizes on the surface, the deeper associations between makeup and femininity continue to shape what’s considered “normal.” For a lot of people, makeup still defines gender lines—and stepping outside of them invites scrutiny.
A Quiet Pushback: Who’s Wearing What?
Still, things are not entirely static. Scroll through online forums, and you’ll come across Indian men— actors, content creators, journalists, office-goers, even some students—quietly challenging the norm. Some are looking to cover up a breakout or appear more polished for a job interview. Others are trying to be more camera-ready or simply exploring what makes them feel good. But almost all of them share a common concern: the fear of being judged. There’s no denying the gap between how makeup is viewed for women versus for men. For women, it’s routine. For men, it still requires justification. And often, those who do experiment with even the most basic products do so behind closed doors, unsure of how friends, colleagues, or even family might react.
The Digital Reflection: What the Internet Reveals
Online spaces offer a candid glimpse into what many men really think about makeup—and why so few use it openly. Through platforms like Reddit, Threads, and various other communities, three key patterns emerge:
- “Makeup feels fake.”
A sizable number of men associate cosmetics with covering up flaws or being disingenuous. This clashes with the way masculinity is often framed—as natural, raw, and unfiltered. - “It’ll make me look less manly.”
Even small things—like applying concealer or using a tinted moisturizer—can trigger anxiety about being seen as ‘less masculine.’ For many, makeup still feels like something that could put their identity under question. - “I don’t even know where to begin.”
Beyond the social hurdles, there’s a practical one. The beauty industry hasn’t made it easy for men to enter. There’s a lack of relatable tutorials, representation, and simple, non-intimidating information tailored to men.
This hesitation even surfaced on a recent episode of Shark Tank India, where a founder pitching a men’s makeup brand faced mixed reactions—ranging from curiosity to skepticism—highlighting how unfamiliar the concept still feels in mainstream Indian business circles.
A New Narrative: From Vanity to Self-Care
Despite the discomfort, a slow but visible shift is underway. Grooming influencers, skincare enthusiasts, and a handful of Bollywood personalities are reframing the conversation. For them, makeup isn’t about vanity—it’s about control, care, and confidence. It’s about choosing how you want to present yourself. What’s also changing is the language. The focus is increasingly on enhancement, not transformation. Instead of heavy coverage or bold colours, men are gravitating toward lightweight, natural-looking products that quietly improve appearance without drawing attention.
Globally, the landscape is already ahead—take South Korea, for example, where it’s completely normal for men to wear makeup as part of their daily routine. While India may not mirror that anytime soon, it shows that masculine grooming and cosmetics aren’t mutually exclusive. Importantly, these changes aren’t about making makeup mainstream for men in the way it is for women. In India, that leap might never fully happen—especially when it comes to forms of makeup which are more out there like bold lip or eye. But what is happening is a broadening of what grooming means, and who gets to participate in it.
Why This Matters?
This conversation isn’t about pushing products or trends. It’s about choice. It’s about redefining what self-presentation looks like in a society that often insists on keeping gender roles neatly packaged. If a little concealer helps someone feel more confident for a big meeting or a date, why should that be a source of stigma?
At its core, this is about agency—about allowing people, regardless of gender, to make small decisions that help them feel good in their own skin. So, whether it’s to cover a blemish or just feel a bit more put-together, remember: it’s your face, your rules. You’re not alone. And you might just be part of something quietly revolutionary.
Curious what is the next upcoming trend? We’ll be updating you on this soon—stay tuned.