# Lipstick-Wearing Males French WAD Magazine Promotes Men in Makeup By Kamal Musharbash | Published 2010-09-30 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/wad-magazine References: [homotography.blogspot](http://homotography.blogspot.com/2010/09/wad-boys-in-lipstick-by-thomas-paquet.html) & [wadmag](http://www.wadmag.com/wadmag/) For its current 'Man Issue,' WAD magazine compiled a stock of makeup-wearing men, with [red and plum-colored lipstick](https://www.trendhunter.com/trends/vamp-lipstick). In the hopes of connecting with the audience and promoting [androgyny and sexuality](https://www.trendhunter.com/trends/united-by-vanity), the French magazine hired make-up artist Audrey Gautier to fulfill the task. The men were photographed by Thomas Paquet and look emotionally numb, but are publicizing the continuous judgment that follows [men with makeup](https://www.trendhunter.com/trends/temporary-nails-for-men). Regardless of the magazine's target approach, it is a gutsy take on a taboo topic and I highly applaud them. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 72% | Activity: 86% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Books](https://www.trendhunter.com/books) ## Key Themes ### Key Themes Behind This Trend - **Gender-bending Beauty:** The trend of men wearing makeup challenges traditional gender norms and provides an opportunity for cosmetic brands to create inclusive products and marketing campaigns. - **Male Beauty Representation:** The increasing visibility of men wearing makeup presents an opportunity for the fashion and beauty industry to diversify their offerings and cater to a wider range of consumers. - **Taboo Breaking in Media:** The exploration of men wearing makeup in publications like WAD magazine signals a growing acceptance of nonconformity and opens doors for media companies to push boundaries and challenge societal norms. ### Where This Applies - **Cosmetics:** The rise of men wearing makeup creates a disruptive innovation opportunity for the cosmetics industry to develop and market products specifically targeted towards male consumers. - **Fashion:** The trend of lipstick-wearing males presents a disruptive innovation opportunity for the fashion industry to redefine gender boundaries and promote gender-neutral fashion. - **Media and Publishing:** The portrayal of men in makeup in publications like WAD magazine creates an opportunity for media and publishing companies to challenge stereotypes and drive conversations around inclusivity and diversity. ## Related on Trend Hunter - [Made-for-Men Makeup Lines](https://www.trendhunter.com/trends/nunorm.md) - [Comprehensive Men's Makeup Kits](https://www.trendhunter.com/trends/mens-makeup-kit.md) - [Digital Makeup Zines](https://www.trendhunter.com/trends/maczine.md) - [Conditioning Glossy-Wet Lipsticks](https://www.trendhunter.com/trends/rabanne-beauty-dramalips.md) - [Weightless Matte Lipsticks](https://www.trendhunter.com/trends/petal-bouche-matte.md) - [Menstrual Cycle-Inspired Lipsticks](https://www.trendhunter.com/trends/period-red-lipstick.md) - [Charitable Lip Beauty Initiatives](https://www.trendhunter.com/trends/watier.md) - [Edible Chocolate Lipsticks](https://www.trendhunter.com/trends/mac-cosmetics-x-doja-cat.md) - [Inclusive Tampon Branding](https://www.trendhunter.com/trends/tampon-for-men.md)