The tides are turning in the beauty world, at least when it comes to gender. Beauty products (make-up included) are no longer limited to the fairer sex, but are rather being wholeheartedly embraced by men and women alike. Male grooming is now well and truly on society’s radar, with The Telegraph UK reporting that 75 per cent of men now buy their own beauty products. Make-up lines for men are sprouting – unveiled a male-focused collaboration with Sephora, partnered with socialites (and loud and proud lovers of highlighter) the Brant brothers on a unisex collection and has just unveiled a male collection for coloured fingertips.
The new professionals
But who are male consumers turning to for advice? A rise in male grooming has sparked a slow but steady rise in beauty-focused blogs and vlogs for men. As well as turning to the traditional publication for advice, men are increasingly aware of an online presence of professionals assisting in aiding their consumer choices. In fact UK’s The Salon Magazine discovered in a recent survey that “10 men over 25 now cite vloggers as their biggest inspiration, with only actors still ahead in terms of the most copied hairstyles with 14 per cent of the vote. Famous sports stars, whom for many years have been the biggest influence on the fashion and grooming choices of men and boys, are now only looked to by 9 per cent of men for hairstyling inspiration.”
Male grooming expert and vlogger Jules Heptonstall says that thanks to the emergence of the male blogger there has been a shift in education when it comes to beauty for the boys: “Long gone are the days of watching the match and following it with a mohawk bleach, now the web offers an emporium of video tutorials in how to get your desired ‘do and get sartorially slicked from the comfort of your own bedroom. From pomades to pastes, combs to quiffs – you name it, YouTube it, watch it, style it. It’s a totally new way of grooming education.” Dalton Graham of The Tailored Man says that male blogs act as an advice pillar, albeit a far more discrete one: “We find the content that does the best for our website are the articles that break down certain stigmas that guys have against certain things, such as skincare and grooming tips which many guys want to know but are too scared to ask.” It was exactly the inspiration behind Graham’s booming lifestyle site, which he launched “to educate and help guys on the daily struggles they might have when it comes looking good and feeling even better. As a lifestyle publication we cover everything from style, grooming, design, travel… making it easy for the everyday guy to access the information he needs.”
It’s a guy thing
YouTuber Matt Hey from Alright, Hey agrees with Heptonstall there is a shift occurring, expanding that growing acceptance of male grooming is contributing to a demand for male-specific content. He comments: “There's such a rise in male blogging because it's something people haven't seen before, and it's so present. Everywhere you look guys blogging is becoming more and more popular, which I absolutely love! Acceptance is still a thing we struggle with, but it's getting better and I think that's why male bloggers are becoming more popular.”
Nathan McCallum of Bangarangblog made a similar comment to Poor Man’s Millions. He says it was only a matter of time before men sought an inspiration source dedicated to their specific needs. “I think, more and more, guys are becoming increasingly accepting of menswear, and men's blogging. I think they just need that bit of confidence instilled in them when they do make an effort, so that they feel comfortable doing it.” Skincare Obsessives’ Simon Proietto is in agreeance that a different perspective was in demand. “I think when it comes to male beauty blogs as opposed to a female’s beauty blog, men have different skin to women and also shaving is a big part of our routines so it’s coming from a different point of view,” he says.
The recipe for success is unisex
The rules still apply for successful male blogging. Says Hey, consistency is key: “Consistent posting! And making sure your personality shines through your posts. I try to upload at least once a day on most of my platforms, on YouTube I upload twice a week, that's a bit different, but Instagram sometimes three times a day. if you are consistently posting content, I feel your followers will be more engaged in your posts. Make sure your pictures are high quality, lighting is everything! I also love editing my photos, don't be scared to make some adjustments to make that photo look perfect!”
Proietto says success in the blogging world will come regardless of which gender you target if you stick to quality content. He comments: “I believe that at the end of the day if you are delivering great content to your readers then that’s all that really matters, and just focus on what you’re doing, focus on creating relevant content and beautiful imagery for your readers, there is more than enough to go around!” Find your niche and be persistent, he says: “[Find] out what direction you want to go to and [stick] with it.”
But above all, don’t be dull. “People love difference. Be different. Be outrageous. Make sure people know who you are. By all means follow trends, but add your own touch! These days people get bored easily, change things up. This doesn't go for just male bloggers! It can work for everyone,” suggests Hey. Standing out is important agrees Graham: “I think the biggest key is being different to your competitors. There is no point doing the same thing as someone who has been doing it for a lot longer than you. Look at ways to separate yourself or even elevate yourself above competing outlets… be original. People don’t want to follow someone who is copying another person, they may as well just follow the original blogger.”
Image: @the.tailored.man