Three men share their stories about embracing beauty and skincare
Rachael Martin
Beauty & Skincare
Reading time: 9 minutes
Let’s hear it for the boys. We speak to three men about what beauty means to them and how embracing make-up and skincare has brought them joy
From Harry Styles and Jonathan Van Ness, to Lil Nas X and beyond, 2022 was, undeniably, the year of the boys. We watched as movie stars and pop princes waved goodbye to gender norms and embraced something once considered the epitome of femininity – beauty – helping turn it into a more inclusive space as we headed into 2023.
Whether via a razor sharp manicure, a glittering cat’s eye or a subtle sweep of foundation, everyone’s interpretation is different for finding what helps them feel like the most authentic versions of themselves. Beauty is indeed for everyone, so with that in mind, we’re speaking to the men who’ve made their mark on the industry to find out what it means to them.
Whether it’s the make-up routine that helped Xavi Guillaume cope with his autism as a teen, Ola Awosika’s unwavering appreciation of transformation and rituals, or James Atkinson’s admiration of “the power of the industry”, each of these men are choosing to celebrate the individual joys that beauty brings them.
Let’s hear it for the boys…
There’s something very powerful and thought-provoking about being a boy who loves beauty
Xavi Guillaume @xaviguillaume
Xavi, 25, is a beauty content creator and writer from London. He’s known for his bold and brilliant make-up looks, which saw him appear as a contestant on the BBC show, Glow Up: Britain's Next Make-Up Star.
“I think a particular beauty moment that shaped me was RuPaul’s Drag Race. For the longest time, I was taught that masculinity was the polar opposite of what I was interested in and so watching it while growing up felt sort of like a taboo. I come from a religious family – some of them don’t even know of my sexuality, or what I actually do for a living – and the art of drag was so passionate, endearing, and educational that it allowed me to learn about queer history in a way that I had never done before. It really changed my perspective as a teenager.”
There was a part of me that felt I should hide my love for beauty
“Coming from a conservative background, the idea of loving beauty and make-up was something I thought my parents wouldn’t approve of. Thankfully, that isn’t the case and my parents are my biggest supporters. When I told them I would be going to film Glow Up: Britain’s Next Make-up Star, it felt like ripping off a band-aid, and I felt very, very vulnerable. But they were so supportive, which meant everything. However, growing up, it didn’t always feel that way. Being bullied and regularly beaten up at school changes you as a person, and makes you very guarded. It was definitely a secret I held on to for a very long time.”
My first foray into make-up was actually fuelled by a beauty disaster!
“When I was around 18, I started to become very conscious of how I looked. I developed an eating disorder and had body dysmorphia as a result of today’s ever-changing beauty standards. One of the things I hated was my eyebrows – which is where the disaster comes in! Having no understanding of threading or tweezers, I took my mum's razor into the shower and slipped and fell, ultimately shaving my eyebrow straight off! I can laugh now, but I was so embarrassed at the time. It was then that I taught myself to draw my brows on with a MAC eyebrow pencil. I wish I could say I was a brilliant talent straight away, but that was absolutely not the case – I just looked angry! I can confirm though that practice makes perfect and I’m a dab hand with the brows these days."
Make-up quickly became a coping mechanism for my autism
“My brain runs a mile a minute. I’m always over-analysing everything and I love routine. The idea of change and being taken away from what I’m used to really puts a damper in my mind, and when I was younger I wasn’t able to cope with it the way I do now as an adult. Make-up changed all of that for me. The idea of sitting down and glueing prosthetics onto my face was so soothing. It’s an art form.”
The joy of beauty is that the options for creativity are endless
“The joy of being a boy who loves beauty means you don’t have to put yourself in a box. I love full on glamour, I love bright, fresh skin… and I also love horror. Anything gory, or sickly – put it on my face! My one piece of advice to anyone hoping to dabble in the world of beauty is do it, but protect your peace at all times. You don’t owe anything to anybody.”
Xavi’s top 3 beauty faves from Boots
I’ve always had a love of skincare and beauty
Ola Awosika @ola_awosika
Ola is 40 and a full-time content creator and influencer. He fuses skincare with comedy for a unique take on beauty that his followers love.
“One of my earliest memories is being smothered in oils after bath time as a child. Beauty was always a part of my routine. I’d watch my mum doing her make-up every Sunday for church. I’d soak up the whole ritual; from the traditional dresses to the perfumes I’d smell as I’d help her clasp her necklace… I was obsessed with the whole transformation. I also remember how my mum would send me to school with my face glowing from Vaseline – I’d furiously try to wipe it off as soon as I was out the door. Ironically, I now actively use products that give me the glow I used to be embarrassed about.”
I never felt embarrassed about my love of skincare and beauty
“Grooming was the norm within my family. The men were just as meticulous as the women, if not more so! My brother’s pre-clubbing ritual was just as extensive as my mum’s.
“I remember when I bought my first luxury skincare purchase – a nourishing hydrating serum. That was over five years ago and I still buy that serum to this day as it makes me feel extra and decadent. I love the whole sensory experience of skincare: the packaging, the weight of the bottle, the scent and the texture. I think up until recently, only luxury brands focused on that customer experience, whereas now, we have amazing brands offering that at affordable prices. It’s fantastic as it makes the skincare space more inclusive."
Make-up isn’t about covering yourself up
“People used to think of make-up solely as a way to ‘hide’. And while there’s no denying it can be that, I think in recent years, it’s become more about expression, celebration and enhancing what’s already there.
“With skincare, it’s about finding a routine and products that work for you, but with make-up, you can be more expressive and play around. Seeing black beauty boys like Gary (The Plastic Boy) and Damilola (SenorFenty) unapologetically show up as themselves on YouTube was when I realised that not only was beauty a form of self-expression, but a place that could represent boys like myself."
Skincare and make-up are so personal
“Everyone has their own unique relationship with their routine. For some, it’s very functional: they just want to get their skincare done and go about their day. I have days like that, but on the whole, I find the act of doing my night routine, or getting ready before an event, therapeutic, calming and pampering. I'm going to indulge. Who says I can’t do a face mask in the morning while I’m eating cereal?"
Beauty is an inclusive space
“In terms of who gets to partake in the world of beauty? There are no rules, so don’t be afraid to experiment and have fun. At the end of the day, it all comes off with a cleansing balm.”
Ola’s top 3 beauty faves from Boots
Byoma Moisturizing Rich Cream
• Size: 50ml
• Alcohol-free
• Non-comedogenic
• Fragrance-free
• Vegan-friendly*
• Cruelty-free
This luxurious cream is deeply nourishing and provides speedy results thanks to the soothing concoction of ceramides and fatty acids. “I’m obsessed with Byoma’s entire line,” adds Ola. “Think affordable skincare with luxury formulations.”
Being accepted in this amazing industry makes me realise that beauty is literally for everybody, from any background
James Atkinson @james_r_atkinson
James Atkinson is 25 years old from Manchester. He’s a full-time content creator, having amassed a following of 30K and counting, across his Instagram and TikTok channels.
“My love for beauty actually started when I had eczema. I had it quite badly growing up to the point that, at times, it was debilitating, and made me mentally unwell. If you’ve never had a skin condition then this might sound extreme, but it’s the reality for so many and can affect every part of your life. It was the moment I was able to get my skin feeling more under control that I realised there was real power in the industry. Aside from all of the incredible research and innovation, the effect products have on your self-esteem and self-confidence is kind of magical."
Beauty isn’t a woman’s-only sport
“I think there are still people who see beauty, especially make-up, as reserved for women – but there are so many male role models in the public eye really challenging this somewhat archaic way of thinking. Coming from a small town, I never wanted to really talk about beauty and even today, in some scenarios I cringe at the thought of discussing what I do for a job – I know I shouldn’t and I’m immensely proud of my job, but it still happens."
Indulging in beauty can act as both a form of escapism and of celebration
“The more content I consume, the more I view beauty as an art form. It doesn’t always have to be bold, bright make-up. It can be skincare. The act of self-care is a form of self-expression and should be celebrated. Whether it’s taking that time out to do a skincare routine, having a calming bath or applying a slick of tinted moisturiser – it’s these acts that have gotten me through some hard times as well as prepared me for the amazing ones."
You do you
“If you’re a guy who wants to embrace beauty, I’d say do it! You don’t have to fit into any camp or category. You may just be the first of your own niche.”
James’ top 3 beauty faves from Boots
Fenty Skin Hydra Vizor Invisible Moisturizer SPF30
• Size: 50ml
• Non-comedogenic
• Vegan-friendly*
• Refillable
If you’re after a light-as-air moisturiser that offers SPF protection, then this option from Fenty Beauty’s a great place to start. Infused with soothing niacinamide and hydrating hyaluronic acid, it protects and perfects.
