If and how are Instagram's top male makeup influencers shifting the beauty norms & beauty representations in a female oriented industry

Abstract: The aim of this research is to explore if and how men performing makeup can shift the beauty norms and beauty representations for women. The shift is studied in the context of Instagram- a photo and video sharing social media platform, where individuals with large followings are called influencers, whereas their presence is qualified as influence. The study looks into how the influence of two of the top male makeup influencers is measured and manifested, and if and how their influence can generate a shift for female beauty norms. To understand if and how a shift can be produced, I focused on analyzing the metrics, the posted content and the interactions and opinions of the followers. This tri-dimensional approach focuses on the elements a shift around Instagram’s male makeup artists involves: influence, which in the context of Instagram is measurable (metrics); the representations the shared content embodies (i.e. images and text), and the feedback given by the followers on their interaction with the accounts. Understanding and studying how these merge together helps getting a sense of what impact the male makeup influencers are potentially having on female beauty norms through Instagram.The key findings uncovered that the two male influencers are a source of inspiration for women, whilst also teaching them how to perform makeup in terms of techniques, products and tools. The influencer- follower relationship is strong enough to make women follow their advice and even proceed to buying products suggested by the male makeup artists. More so, women no longer find it unusual for men to perform makeup, and see makeup related content suitable for both men and women. These findings highlight the role men play in changing beauty norms for women on social media while they perform female assigned beauty practices.