Dr. Jordan Foster

Well, so two things to take into consideration.

One is that across data points, we know men are embracing beauty culture.

If it's, as you said, you know, turning to injections or cosmetic surgery, we know this is on the uptick.

More sort of everyday or mundane practices like investing in a skincare routine, moisturizers, those are also sort of on the uptick.

So men are certainly engaging.

But as you've noted, they're really avoiding that language of beauty and beautification.

So they've called it, honestly, everything and anything but beauty.

So we've seen, for example, the term looks maxing really trending among men.

So silly.

But it's a sort of more masculine way of referring to like practices of beautification.

We've seen men, you know, talking about self-optimization, taking a sort of entrepreneurial spin toward their beauty practices and investments in appearance and attractiveness.

Sometimes we might just be calling this bulking up, right, or becoming more attractive or available, right?

You'll sometimes see a sort of sexualized bent on this too.

So we might see men, for example, describing this in terms of optimizing appearance for women, for their dates, for making sure that they show up as their best self.

Yeah.

And I think that's a big part of it, right?

Is that beauty is this deeply feminized subject matter or domain, right?

Of practice.

So

We often associate practices related to beauty as being frivolous, as being superficial.