Makeup industry sets standards high

By Maddie Steen

The makeup industry used to be known as one that profited off of others’ insecurities; now, the makeup industry is leading the show with crazy new trends, male makeup models and complete freedom of expression.

Makeup is not just for covering blemishes. Makeup is used to communicate, express and relate to others and oneself.

On Oct. 11, 2016, Covergirl hired the makeup industry’s first ever male model, 17-year-old James Charles, according to Covergirl’s official Instagram. That alone is boundary breaking and shows makeup can be genderless; anyone can wear makeup regardless of who they are.

My thoughts on makeup haven’t really changed throughout the years. I believe razors were only created to set a beauty standard that women would feel obligated to follow religiously. It’s not the razors’ fault, but the way some items are marketed can lead people to buy the product by making them feel embarrassed about something. In 2013, Gillette Venus & Olay released a commercial in which the woman walks by and the male is down tying his shoe – he whistles, she blushes. Now, we’re just taught that it’s normal to shave when, really, it’s a learned behavior.

The makeup industry has separated themselves from the “your eyelashes are too short” type of mentality to “be yourself and you’ll be strong.” Dove and Aerie are two well-known brands that use a variety of models and refuse to air brush, supporting all women instead of just the size 0s. The message behind the industry has worked to become inclusive, and the makeup just keeps coming in brighter, bolder and more natural selections.

“The makeup industry has definitely provided a positive outlet for people of all ages as time has progressed,” said senior psychology major Delaney Johnson. “Women have taken on a very ‘we do this for ourselves, not for men’ attitude.”

Junior painting major Angela Bachman uses makeup and her talent as an artist to express her inner self on the canvas that is her face.

“[Makeup] is a source, an outlet, a way of communication; it’s a form of the self I choose to project when I want. I control how I want to look that day and that’s an empowering tool to use,” said Bachman during an interview with the Northern Star.

Face Off, the reality, elimination show where special-effects makeup artists compete by creating intense prosthetics, proves just how far the industry has come and all of the possibilities still left to face. Techniques and new materials are constantly being created to enhance makeup.

Think about the special effects in movies from the 2000s to now; the technological advancements paired with creative artists and designers set standards in the ever-expanding industry. That’s basically the makeup industry right now – it’s their time to put highlighter on and shine.