Dr. Jordan Foster

Yeah, well, I would say that this this has that sort of historical bench 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.

And in my own research with students, particularly young men,

That's something that we try and sort of dialogue around is that you are working on the body.

And if it was a woman working on her body to improve her appearance, we would typically describe this as a kind of beautification.

So can we have that sort of switch, right, to think about muscularity even as an investment in appearance and in beauty?

Yes, 100%.

And this is something that we're seeing slowly rising among men.

And again, not surprising.