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Jaden Smith

Is makeup for men a fad or the future?

Is makeup for men a fad or the future?

It’s a thing now: Young men are into makeup, and the industry is going where the boys are. Driven by hyper-connected Generation Z’s disinterest in gender identification, beauty brands are looking to market with a gender-neutral approach.

A report this year by J. Walter Thompson’s The Innovation Group found that 56 percent of Generation Z knows someone who goes by the gender-neutral pronouns of “they,” “them,” or “ze.” They are also rejecting the gender binary while shopping for clothes — 44 percent said they only bought clothes restricted for their own gender, and 70 percent support a move toward gender-neutral...