Men in Makeup: Performances of gender transgression in male beauty vloggers’ makeup consumption

Abstract: The aim of this research was to uncover how gender transgressing practices are performed in male beauty vloggers’ makeup consumption and to contribute into the understanding of how men are constructing their gender identity when entering feminine consumption spaces. Positioned within the consumer culture theory field, the research aims to expands current perspectives on gendered consumption on a theoretical level. Current theoretical alignments in consumer culture theory acknowledge gender as a social construct and sees masculinity and femininity as instruments for identity construction. Past research on men entering feminine consumption spaces relies heavily upon the concept of hegemonic masculinity, resulting in the conclusion that men pursue to masculinize the feminine field they are entering. This research pursued to critique this conclusion within the context of male beauty vloggers’ makeup consumption. The research was conducted using netnographic methodology. The researchers observed, interpreted and analysed 100 YouTube videos from five different male-identified beauty vloggers. The findings suggested that the makeup consumption in these videos infer to a fluid hybridisation of gender constructs. The vloggers portrayed both very masculine and feminine traits in the videos and mixed them in a free, fluid manner. The makeup consumption carries meanings beyond the pursuit of beauty for the vloggers, it acts as a means for conspicuous self- presentation, experimentation and creativity. The vloggers portray a message of diversity, inclusivity and equality within the context of the traditionally very gendered consumption sphere of makeup.