Dr. Jordan Foster

And that sort of is consistent with how we've often treated feminine subjects and femininity more broadly.

So it's not surprising in light of that, that men are sort of, as you said, allergic to the term beauty, that they might be critiqued as superficial or vain for having, like you said, a stick of concealer or even using lip chap.

Now, on the other hand, there is some I would describe maybe more progressive conversations around beauty online.

So there are more men talking about, you know, I do have that stick of concealer or I am using like a CC cream to color correct my face to sort of look a little bit better.

Not often in that language of beauty.

It's couched in other spaces and other kinds of vocabularies.

But it is, I think, a positive to see more men at least openly beginning to have this dialogue in this conversation around the work that they're doing on their bodies.

Yeah, well, I would say that this this has that sort of historical bent to it.

Right.

Which is that we have seen certain norms relax in some spaces.

So like clothing, also a space historically dominated by women.

It's a space we've seen more investment in over the years.

And so over the years, our concerns around investing in things like clothing, they've begun to dissipate.

Right.

Or to lessen.

I think that the same will be true ultimately of things like makeup and skincare, but we're simply not there yet.

Even something like, you know, physical fitness, that's something most men can get on board with.

They're super into the gym.

They want to bulk up or maybe slim down.

They don't often describe that as a kind of beauty work.