Why male beauty affects us all

Men’s beauty is a booming industry. To give you a little insight into how big that boom is: recent years have seen a 56% increase in male beauty treatment bookings. Why, then, do some men feel that the treatments open to women aren’t for them? It’s a gristly subject, shaped by centuries of gender stereotyping that we wouldn’t deign to unpack in the next four hundred words, but at the core of it are some simple truths. And – what do you know! –  here they are.

By Hannah Donovan

• 1 Who cares who cares for themselves?

  Thankfully, we’ve come a long way from the days when beauty was believed to be the frivolous reserve of women, designed to attract men. Though these views are now widely recognised as neanderthal, we’re still battling their ugly hangover. What it boils down to in 2018 is that – yes, beauty may be associated with femininity, but femininity is neither a negative thing, nor a characteristic confined to women.
• 2 I just love his eye makeup

  One absolute truth is this: No one gender is more capable than another (though this is yet to be reflected in equal pay or equal numbers of women on FTSE 100 company boards.) But despite the serious lag in the ye olde business world, the next generation is leading by example. Take, for instance, the Beauty Boys of Instagram and their millions of followers, who’ve shown us that not only can any gender be a whizz with a highlighter, anyone can love and embrace the makeup tutorial – whether you're doing or watching.
• 3 The times they are-a-changin’

  Or are they?! From Ancient Egypt to the Elizabethan times, it was common for men to wear makeup. Plus, your average Roman, man or woman, wasn’t shy about spending a day luxuriating in the baths. They loved a steam room and couldn’t get enough of plunge pools. What we’re trying to say is – just because something's the status quo doesn’t mean it should go forever unchallenged.
• 4 Feeling good is a good feeling

  People need to feel cared about. (Ever seen that YouTube where that guy neglects one plant and tells the other he loves it?!) And care can take many forms – a cup of tea made by a colleague on a particularly gnarly day; a seat vacated on the tube just for you; a partner who understands that as much as you would like to watch that Panorama docu, First Dates is on. Anyway, the point is – beauty treatments can make you feel good. And we all need that.

  With Treatwell, you can book beauty online at all your favourite salons – simple, hassle-free, and you can do it on the go. Click here to discover amazing salons in your area.