Makeup didn’t start as a feminine ritual in fact, its earliest wearers were often men. In ancient Egypt, Rome, and even 18th-century Europe, cosmetics signified status, power, and refinement for men. Painted cheeks, powdered faces, and lined eyes were part of a public image. But over time, especially through the lens of modern Western ideals, makeup was slowly recoded as something “for women.” By the 20th century, cosmetics became tied to femininity and beauty standards, leaving little space for male expression in that realm. Now, when men wear makeup, it’s often viewed as unconventional or unnatural, even though they were the original wearers. The irony is sharp: what was once a symbol of masculine strength is now seen as a threat to it.

So, I created a speculative makeup brand that is intended solely for men to use called PHASE. This brand has typical makeup products such as: foundation, bronzer, blush, eyeliner, eyebrow products, and eyeshadow. The key to PHASE Cosmetics’ success is their marketing. Targeting male dominated sports to wear the brand in their games (e.g. eyeliner used for eye black paint under the players eyes) allows men to see that wearing makeup doesn’t emasculate a man. Marketing also showcases the drag community in an effort to show PHASE makeup can also be worn in full glam effortlessly.