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The beauty world is riding a major gender‑neutral wave. Gender-neutral beauty rejects rigid male-female labels and puts the focus squarely on the person. This shift is breaking down old biases and is especially visible in color cosmetics, a category that has long been defined by strict gender lines.
Brands are responding by casting men front and center in fresh marketing campaigns. Through gender-neutral concepts, they’re celebrating the freedom of color makeup and sending a clear message: makeup is for everyone, no matter your gender.
Global brand Clinique tapped actor and model Byeon Woo-seok as its new face. A brand spokesperson said Byeon’s fresh, clean image aligns with Clinique’s values, and that the brand will showcase gender-neutral beauty across editorials and campaigns. His participation opens up new possibilities for color makeup campaigns that center male models.
Hince, the makeup brand from LG Household & Health Care subsidiary VivaWave, selected ENHYPEN member Sunghoon as a model. The brand says Sunghoon’s polished look and natural energy match its identity. With ENHYPEN’s global reach, Hince expects this partnership to boost its profile among international consumers.
Coralhaze named Tomorrow X Together (TXT) member Beomgyu as a model. Beomgyu is especially popular in Japan, so the brand is also using him as a Japan-focused ambassador to leverage his international recognition. A brand representative said his multifaceted appeal pairs perfectly with Coralhaze’s colorful product range.
Other brands are joining the movement: Clio tapped NCT’s Jaehyun; Etude signed the group RIIZE; Peripera brought on NCT’s Doyoung and Jungwoo; Dinto selected actor Kim Soo-hyun; and Colorgram unveiled ZeroBaseOne as its brand face. Each pick signals a broader push toward gender-neutral messaging.
Industry insiders expect the mix of gender-neutral beauty and the global K-pop craze to expand the consumer base even further. As color cosmetics transcend traditional gender roles, everyone’s watching how this new era will reshape future beauty trends.
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