Contemporary beauty business – The democratisation of makeup across gender lines

Before the Age of Enlightenment, it was common for men to wear makeup – white face powder along with cheek and lip colour were standard.

As the study of science and politics evolved, men took over and deemed themselves superior to women.

Anything frivolous was considered feminine behaviour. Historians refer to this shift in thinking as the “Great Male Renunciation.” The idea that men had no time to waste on their appearance became the norm.

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