Add Yahoo as a preferred source to see more of our stories on Google. Bach Buquen, an influencer with over 6 million followers, creates viral videos that are meant to normalize men wearing makeup.

Makeup is no longer a fringe phenomenon reserved for a select few influencers or specific circles. In 2025, the men's beauty industry is undergoing a true cultural revolution, driven by a generation ...

Shiyu Miyazaki, left, who wears makeup while working, is seen in Tokyo's Minato Ward, Jan. 20, 2026, in this partially modified photo. (Mainichi/Yuko Shimada) TOKYO -- There's been an increase in men ...