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Some of the bigger names in adorableness appropriate now are celebrities. Kylie Jenner, Kim Kardashian, Rihanna, Jessica Alba, Jessica Simpson and Drew Barrymore all accept their own architecture lines, and anybody from Ariana Grande to Gigi Hadid to Chrissy Teigen has collaborated on a cosmetics accumulating address her name. 

When it comes to skincare, Gwyneth Paltrow and Miranda Kerr accept their own lines, and there’s no curtailment of stars shilling moisturizing and anti-aging products. The aforementioned goes for haircare, which is why you’ve apparent Selena Gomez, Blake Lively, Katie Holmes and alike Beyoncé announcement absterge and blush affliction products. 

The account of celebrity women who endorse—and alike create—products that are advised to accomplish the blow of us attending and feel bigger is a connected one. And admitting we don’t about see too abounding acclaimed men acceptable spokesmen for bristles and skincare articles (credit cards and allowance companies actuality added their racket), cultural norms abide to about-face and, boring but surely, the abundant apple of admonishment is aperture up to guys. 

Some O.G. acclaim is due to Sean “Diddy” Combs, who was the aboriginal celebrity frontman for Proactiv skincare in the mid-2000s. Technically, Mark Ruffalo and Jerry O’Connell had already been in Clearasil commercials, but they were actors in advertisements—not skincare spokesmen with brilliant power. It was Diddy who abundantly said Proactiv “moisturizes my situation” and “preserves my y”—thus bringing bona fide celebrity cachet to an infomercial.

And macho stars authoritative skincare adult didn’t stop with Diddy. In 2010, Justin Bieber followed clothing as the new alpha face of Proactiv, and by 2013, Adam Levine had teamed up with the skincare giant. It was appropriate about this time that ancient barber kits fabricated their way aback to the masses, and the it’s-for-girls stigma that already clung to self-care seemed to be crumbling fast.

Suddenly, guys weren’t aloof admiring David Beckham’s facial bristles du jour—they were talking about it and gluttonous articles that could advice them get the look. 

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The appeal for added male-specific admonishment articles and skincare solutions has been steadily on the acceleration anytime since.

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Dr. Brent Ridge and Josh Kilmer-Purcell, contrarily accepted as the stars of The Fabulous Beekman Boys and winners of The Amazing Race’s 21st season, accept apparent it immediate with the barrage of their affairs brand, Beekman 1802. They began affairs skincare articles in 2015, and as Josh tells E! News exclusively, “The men’s band has absolutely exploded.”

And it’s not aloof annoy brushes and post-shave serums that accept gone mainstream.

Moisturizers, bristles articles and alike masks marketed for macho consumers are seeing surges in acceptance and production. Brands such as Kiehl’s, Sephora and Ulta Adorableness all accept bark and haircare articles geared accurately against guys, and beforehand this year, Beckham partnered with L’Oréal to barrage his own men’s admonishment line, House of 99. 

“1999 was such an important year for me, for abounding altered reasons—on and off the pitch,” the retired soccer stud and archetypal told British GQ about the acceptation abaft his new venture. “In ’98, that red card, it was such a difficult and boxy year, [and so] ’99 was my way of advancing out of the difficult time. I became a man with accepting my son and concluded up acceptable the acute at United—it was special.”

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No charge to abstracted the angle from the product.

Other acclaimed athletes with grooming-related endorsement deals accommodate amount skater Adam Rippon and NFL hunk Danny Amendola, both of whom afresh co-starred in a Nivea Men ad campaign touting the brand’s atom and moisturizing products.

Baseball brilliant Bryce Harper and his bristling bristles teamed up beforehand this year with Blind Barber, a New York City barbershop/lounge with a band of hair, face and anatomy articles for men. 

And while so far it’s been mostly athletes who’ve acclimated their acclaimed faces (and bodies) to advice advertise men’s admonishment products, Adam Hurly, a admonishment biographer for GQ and above editor at Birchbox Man, predicts we’re activity to alpha seeing added apparent men in the mix.

Because, as Hurly tells E! News exclusively, partnering with the appropriate brilliant “is such an befalling for brands to adjust themselves with men that their consumers admire.”

Stefanie Keenan/Getty Images for Vanity Fair

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And there are some famous, clean-cut faces (and active of hair) that would assume like accessible choices to advertise articles that added and added guys are attractive to buy.

Beckham, for example, is absolutely one of the stars Hurly describes as “commendably adventuresome and activating with [his] grooming.” He additionally cites Donald Glover, Zayn Malik, Brad Pitt and Kanye West as “guys [that] accept a massive portfolio of bristles colors, facial bristles styles, and bristles styles.” 

A man doesn’t accept to be able to abound a bristles to be advised a macho admonishment trendsetter, though. Aloof attending at Bieber: He’s “experimental with his admonishment moves,” says Hurly, “and he can’t abound a ton of facial hair.”

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Bald men can be admonishment innovators as well. Take Dwayne Johnson—he ability not accept abundant bristles on his head, but Hurly says he’s “a abundant example” of a guy who isn’t abashed of “trying altered facial bristles lengths, contrasts and styles.”

Then there are the celebrities like Jared Leto, Joe Jonas, Wiz Khalifa, Zayn, the Biebs and West who accept cycled through adventurous bristles blush choices over the years. And alike more, such as Levine, Zac Efron, Orlando Bloom and Ansel Elgort, accept approved out lighter, bleached-blond locks. 

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What’s newer, though, Hurly credibility out, is how we’re “seeing added men experimenting with eyeliner…and alike mascara, attach blush [and] eye shadow.” 

That’s right: Men—and yes, acclaimed men—are cutting added architecture now than anytime before. And we’re not aloof talking about a little color-correcting concealer and shine-stopping crumb afore a photoshoot. Stars like Russell Cast and Pete Wentz are antecedents back it comes to the ever-growing guyliner trend, and we’ve seen Jaden Smith sporting attach brightness on the red carpeting and Harry Stylesrocking a manicure onstage.

Taylor Hill/Getty Images

Meanwhile, Hurly says, it’s head-to-toe style icons like Troye Sivan, Queer Eye’s Jonathan Van Ness, Adam Lambert and EJ Johnson whose advance “will pave the way for the after adapters.”

And not surprisingly, cosmetics companies are acquisitive to accommodated the growing appeal for men’s makeup. A aggregation alleged Menaji has been in the business of “corrective cosmetics and skincare for men” back 2010, and brands like Clinique, Tom Ford and best afresh Chanel all accept concealers, moisturizers and anti-aging articles advised accurately for men. 

Some of the big mass-market brands accept partnered up with macho influencers in the adorableness apple as well. It started with CoverGirl, who assassin archetypal and adorableness vlogger James Charles as its first-ever CoverBoy in 2016. Back then, Maybelline, Ulta Adorableness and L’Oréal accept all congenital macho spokesmodels into their campaigns. 

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Instagram

Jake-Jamie Ward, aka “The Adorableness Boy,” is a macho adorableness blogger and the first-ever macho spokesmodel for L’Oréal U.K. He’s on a “mission to prove that architecture is genderless,” he tells E! News exclusively, and he’s encouraged to see added men in architecture advertisements.

“For a connected time, it wasn’t the amusing norm,” he says, “but that is changing. I anticipate abounding corrective houses accept amorphous to see the absurdity in their ways…Why would you exclude a accomplished from activity allotment of the fun, aplomb and adroitness that architecture can bring?”

Ward is one of a scattering of men in architecture who’s risen to Internet acclaim through his video tutorials. His ambition is to “help men and women to actualize the actual best accessible adaptation of themselves”—a trend we’re seeing throughout the absolute self-care industry.  

“There’s a accomplished apple of articles commonly targeted at women that can additionally be enjoyed by men,” says GQ’s Hurley. He expects we’ll accumulate seeing “a connected access in awareness” in admonishment and self-care articles guys use, as able-bodied as men alpha to “invest added money in their regimen.”

And back it comes to guys cutting added accessible glam, Hurly says we ability be “a decade or two from this actuality a approved accident on the carpet.” But with the acceleration of macho adorableness bloggers and stars alive Sivan and Van Ness arch the way, Hurly says that “the seeds accept been planted.”

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