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A new plural masculinity, more inclusive, strives to deconstruct the many injunctions around virility. Change is slowly but surely taking place in the beauty and fashion industries, under the leadership of icons who are helping to move the lines. This is the case of Paul Rudd and Harry Styles, erected to the rank of the most popular beauty icons in the world.
Two men, two styles, two generations, witnesses to the changes that have been taking place for several months in the beauty industry. Paul Rudd and Harry Styles are considered the ultimate beauty icons, and specifically skincare inspirations, to the average person today. That’s according to a study conducted by men’s grooming experts Humanery. No less than 100 famous men were screened, via Google data analysis, to determine which influence the beauty routine of the male sex the most, and turn out to be world-renowned skinfluencers.
Paul Rudd clearly stands out, claiming first place in the ranking, with no less than 8,400 annual searches associating the American actor with the term ‘skincare’. An observation which shows that the end of the invisibility of fifties is not the prerogative of women, and testifies to the desire of these gentlemen to deconstruct many injunctions which surround masculinity, and even more so virility. The Top unveiled by Humanery demonstrates it, it is a plural and inclusive masculinity, whether in terms of age, morphology, origin, or gender, which seduces the public today.
Masculine inclusivity
Harry Styles, who has been working for three years to shatter many diktats in the fashion industry, and has launched his own gender-neutral beauty brand, is in second place (8,400 searches), ahead of the British-American actor Andrew Garfield (4,800 searches) and British actor Idris Elba, who has also just turned 50. David Beckham, Cristiano Ronaldo, John Legend, and Brad Pitt complete the ranking, which shows some diversity in skinfluence.
“Our Google study shows that aside from having great skin, there is no favorite type of skinfluencer among male celebrities. There is a real mix of ages, skin colors and professions that encourages all men to improve their skin care. This can only be a good thing, because for years more and more men need to take better care of their skin, and if celebrities help them achieve this, then so much the better“, explains Thomas Watson, expert at Humanery.
Also observed in the field of fashion, this phenomenon is only at its beginnings. The study also reveals that searches for ‘men’s skincare’ have jumped 124% over the past three months, again showing that men want to get rid of certain clichés once and for all.