In the blossoming world of social media, few names resonate quite like Bach Buquen. This 19-year-old Parisian has transformed from a mid-tier content creator into a social media sensation, currently boasting over 6.1 million followers on TikTok. What sets Buquen apart is his challenge to traditional gender norms through makeup, a practice he began in his early teens. By presenting himself as a ‘hetero dude’ who enjoys cosmetics, he’s become a pivotal figure in a movement gaining traction among his male Gen-Z peers.
Historically, makeup has often been associated with femininity, largely propelled by LGBT+ influencers like James Charles and Bretman Rock, who popularized makeup with humor and creativity. However, Buquen’s appeal lies in his embrace of traditionally masculine traits, presenting a compelling alternative narrative. His trajectory indicates a shifting cultural landscape where gender norms surrounding beauty are being revisited.
Over the past six months, Buquen has partnered with renowned brands such as Armani Beauty, Charlotte Tilbury, and Hugo Boss. His influence was solidified after being dressed by luxury fashion houses like Gucci and Balenciaga, further cementing his status as a teen idol. The sheer volume of attention surrounding his image has reportedly earned him titles such as “TikTok’s favourite French heartthrob.” Just two weeks ago, fashion icon Kate Moss made a guest appearance on his TikTok, highlighting Buquen’s rising star.
Claudia Soare, president of Anastasia Beverly Hills, notes that figures like Buquen could help dismantle existing stigmas around men wearing makeup. “He’s one of a few boys who are very influential right now,” Soare remarks, underscoring the potential for Buquen’s platform to foster acceptance and spark a broader conversation about makeup as a gender-neutral accessory.
Breaking the Masculine Mold
Buquen’s journey began at the age of 14 when he experimented with his mother’s makeup. Initially, he would sneakily apply foundation on the Paris metro, hiding his activities out of fear of judgment. “I was scared,” he recounted, sharing that at the time, many were closed-minded toward makeup for men. Despite this, he gained traction on TikTok, reaching 200,000 followers at one point, although negative comments pushed him to take a hiatus.
Last September, with encouragement from By Imhotep, a Parisian talent agency targeting Gen Z, Buquen returned to the platform with a mission: normalize makeup for men. A notable moment in his rise was when he filmed a makeup application in the bustling St. Lazare metro station, capturing the attention of passersby and garnering responses that pushed his hashtag, #makeupformen, into the spotlight. His newfound relevance resonated widely, drawing mixed reactions but ultimately expanding his following to 4 million.
Another influencer worth mentioning is Matteo Sinet, who also plays a role in this beauty revolution. Known for his colorful hair and skincare routines, Sinet grabbed attention with a viral TikTok that showcased his extensive skincare regimen. His campaign partnerships, including one with Armani Beauty, signify a shared theme: traditional masculinity can coexist alongside beauty products without societal repercussions.
The Changing Landscape of Men’s Makeup
As conversations around gender identity and expression evolve, so too does the market for men’s beauty. Recent statistics from Quilt.AI indicate a 120 percent increase in online searches for men’s makeup over the last two years. Forecasts predict the global male color cosmetics market could grow from $17.57 billion in 2023 to a staggering $43 billion by 2033. This transformation hints at a cultural readiness for men’s makeup to transition from niche to mainstream.
Leading brands like Tom Ford and Chanel have long offered cosmetics for men, but the emerging consensus suggests that gender-specific marketing may not be necessary going forward. Brands such as Anastasia Beverly Hills have capitalized on this trend by launching genderless products like the recently released Beauty Balm—a skin tint serum that resonates with men due to its subtlety and ease of use.
Richard Pinabel, president of Armani Beauty, points out that the response from male consumers has been exceptionally positive, particularly for products that cater to face and lip enhancements. He stresses that men are increasingly open to incorporating these products into their daily routines, moving beyond mere curiosity.
A Future of Genderless Beauty
The nonchalance with which Buquen approaches his makeup routine is something that brands are beginning to emulate. The message is clear: products should be marketed as universal, appealing to all genders without overemphasizing their intended audience. “It’s a product for everyone. Don’t make a big stink about it,” remarked UTA marketing executive Nate Jones regarding the changing methods of product promotion.
Increasingly, social media is shaping the beauty discourse, encouraging more men to express themselves through makeup. Buquen and Sinet highlight that makeup isn’t just a passing trend; it reflects a cultural evolution toward gender inclusivity in beauty standards.
With a rising number of male influencers creating significant engagement in the beauty space, it is evident that the landscape of men’s makeup is shifting dramatically. The wave of acceptance, public endorsements, and robust market growth indicates that this transformation is only just beginning, with more brands likely to tailor their products to fit gender-fluid marketing strategies.
This shift presents untapped opportunities for companies willing to innovate—both in terms of product offerings and marketing strategies. The future of beauty lies in diversity, and figures like Bach Buquen are leading the charge.
