Beauty: Why men are shaving off their eyelashes

Why is the topic trending? 

• Unusual Social Media Trend: The emergence of a trend where men are shaving or trimming their eyelashes to appear "more masculine" is unconventional and has gained attention on social media platforms like TikTok, Instagram, and X.

• Counterintuitive to Eyelash Function: The fact that eyelashes serve a protective biological function makes the trend of intentionally removing them intriguing and somewhat alarming from a health perspective.

• Connection to Masculinity and Gender Norms: The trend is linked to evolving perceptions of masculinity and a desire among some men to distance themselves from anything perceived as feminine, reflecting broader societal discussions about gender.

• Influence of "Manosphere" Figures: The article draws a connection to the rise of "masculine energy" promoted by controversial online figures, suggesting a potential cultural influence on the trend.

Overview:

The CNN article explores the emerging social media trend of men trimming or completely shaving off their eyelashes in an attempt to look "more masculine." This practice, documented in videos on platforms like TikTok, Instagram, and X, is occurring in various locations. Medical experts caution against this trend, highlighting the crucial role eyelashes play in protecting eye health. The article delves into the cultural context of this trend, linking it to a broader rise in "masculine energy" and a desire among some men to reject anything perceived as feminine, possibly influenced by online figures and shifting gender norms.

Detailed Findings:

• Trend Description: Men are posting videos of themselves trimming or shaving off their eyelashes to appear more masculine.

• Social Media Platforms: The trend is evident on TikTok, Instagram, and X.

• Locations: Videos originate from barbershops in places like Turkey and New Zealand.

• Methods: Some barbers use electric clippers, while others use hairdressing scissors.

• Expert Opinion (Ophthalmologist): Dr. Vickie Lee emphasizes that eyelashes protect the eyes by acting as a barrier, triggering the blink reflex, reducing airflow to maintain moisture, filtering sunlight, reducing glare, and improving visual quality.

• Health Risks: Improper removal can lead to complications, and cutting or trimming can cause discomfort and irritation due to sharp stubble. There is also a risk of eye injury.

• Historical Context of Eyelashes: Lustrous lashes have historically been associated with femininity and attractiveness in art, poetry, and literature.

• Evolutionary Perspective: Research from 2005 suggested a link between attractive faces (including eyelashes) in women and higher estrogen levels, indicating fertility.

• Rise of "Masculine Energy": The trend is linked to a current rise in "masculine energy" in the political climate, influenced by figures like Andrew Tate and Mark Zuckerberg.

• Repressing Femininity: Some men are eager to avoid any appearance construed as overtly feminine.

• JD Vance Eyeliner Speculation: The article mentions speculation online that Vice President JD Vance wore eyeliner to enhance his eyelashes during a debate, highlighting societal focus on eyelash appearance and masculinity.

• Republican Voters and Gender Traditionalism: Recent data indicates a rise in gender traditionalism among Republican voters in the US, with more men and women agreeing with traditional notions of masculinity.

• Gender as a Binary: A gender studies professor suggests that societies often try to create visually distinct appearances for men and women, with long eyelashes currently being seen as a signifier of "uber femininity."

• #fullfacenomascara Movement: The article briefly notes a counter-trend among some women to eschew mascara, showcasing a potential shift away from the heavily emphasized feminine eyelash look.

Key Takeaway:

A social media trend of men shaving their eyelashes to appear more masculine is emerging, driven by a desire to reject perceived femininity, possibly influenced by a broader cultural emphasis on "masculine energy," despite medical warnings about the protective function of eyelashes and the risks of removing them improperly.

Main Trend:

• The Socially Constructed Performance of Masculinity Through Physical Appearance: The trend of men shaving their eyelashes exemplifies how societal pressures and evolving definitions of masculinity can lead to unusual and potentially harmful practices as individuals attempt to conform to or assert specific gender expressions through their physical appearance.

Description of the Trend (please name it):

• The Masculinity Manifest: This trend describes how individuals, particularly men in this instance, are adopting specific physical modifications or practices, sometimes extreme or counterintuitive, in an effort to outwardly project and embody prevailing or desired notions of masculinity, often influenced by social media and broader cultural narratives.

What is consumer motivation:

• Desire to Appear Masculine: The primary motivation is to align with current perceptions or ideals of masculinity.

• Rejection of Femininity: Some men may be motivated by a desire to distance themselves from anything perceived as feminine in their appearance.

• Conforming to Social Trends: Influence from social media trends and online communities can drive participation.

• Seeking Acceptance or Approval: Individuals may believe this trend will lead to greater acceptance or approval within certain social circles.

What is driving trend:

• Social Media Influence: Trends spread rapidly through platforms like TikTok, Instagram, and X.

• Evolving Gender Norms: Changing societal views on masculinity and femininity can lead to new ways of expressing gender.

• Influence of Online Figures: Prominent online personalities and communities can significantly impact trends in appearance and behavior.

• Political and Cultural Climate: The article suggests a link to a rise in "masculine energy" in the current socio-political landscape.

What is motivation beyond the trend:

• Individuals generally want to feel comfortable and confident in their appearance.

• Personal preferences and aesthetic choices also play a role in how people present themselves.

Description of consumers article is referring to:

• Age: Likely a younger demographic that is active on social media and more susceptible to online trends.

• Gender: Primarily men who are concerned with projecting a masculine image.

• Income: Not specified in the article.

• Lifestyle: Individuals who are aware of and influenced by social media trends, potentially those who identify with or are influenced by online "manosphere" content, and those who are conscious of adhering to certain masculine ideals.

Conclusions:

The trend of men shaving off their eyelashes is a striking example of how social constructs of masculinity can influence physical appearance, even in ways that might be detrimental to health. It highlights the power of social media in disseminating trends and the impact of broader cultural narratives on individual behavior.

Implications for Brands:

• Caution in Aligning with Extreme Trends: Brands should be cautious about endorsing trends that could be harmful or reflect narrow definitions of identity.

• Focus on Inclusive Masculinity: Marketing efforts might benefit from promoting more diverse and inclusive representations of masculinity.

• Monitor Social Media Trends: Staying aware of emerging trends can help brands understand evolving consumer perceptions.

Implication for Society:

• Raises questions about the pressures and expectations surrounding gender expression.

• Highlights the potential for social media to spread both positive and potentially negative trends.

• Underscores the influence of cultural and political climates on personal choices.

Implications for Consumers:

• Potential for health risks associated with following this trend.

• Reflects the internal and external pressures some individuals face regarding gender presentation.

Implication for Future:

• Social media will likely continue to be a significant driver of appearance-related trends.

• Discussions around masculinity and femininity will likely continue to evolve and influence personal choices.

Consumer Trend (name, detailed description):

• The Performance of Gendered Appearance: This trend describes how individuals adopt specific physical modifications or behaviors to outwardly express and align with socially constructed norms or ideals associated with their gender identity.

Consumer Sub Trend (name, detailed description):

• Masculinity Through Reduction: In reaction to perceived feminization, some men are embracing minimalist or even subtractive grooming practices, like shaving eyelashes, to project a more overtly masculine image.

Big Social Trend (name, detailed description):

• The Ongoing Negotiation of Gender Identity: Societal norms and individual expressions of gender continue to be debated, redefined, and manifested in various ways, including physical appearance.

Worldwide Social Trend (name, detailed description):

• Global Influence of Social Media on Beauty and Grooming Standards: Social media platforms play an increasingly significant role in shaping perceptions of beauty and grooming across the world.

Social Drive (name, detailed description):

• The Desire for Social Acceptance and Identity Affirmation: Individuals are often motivated to adopt trends that they believe will lead to greater social acceptance and reinforce their sense of identity.

Learnings for brands to use in 2025: (bullets, detailed description)

• Be Mindful of Evolving Gender Norms: Understand the shifting landscape of societal expectations around gender.

• Prioritize Inclusivity in Messaging: Promote messages that resonate with a diverse range of identities and expressions.

• Consider the Potential Harms of Certain Trends: Exercise caution when associating with trends that could have negative consequences.

Strategy Recommendations for brands to follow in 2025: (bullets, detail description)

• Focus on Empowerment and Individuality: Encourage consumers to embrace their own unique style rather than conforming to narrow trends.

• Promote Health and Safety: If addressing beauty or grooming trends, prioritize education about safe practices.

• Engage in Conversations About Gender Identity: Participate in discussions about gender in a thoughtful and inclusive manner.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):

In 2025, "The Masculinity Manifest" trend is evident in the unusual practice of men shaving their eyelashes, highlighting the powerful influence of socially constructed gender norms on physical appearance, amplified by social media and a broader cultural emphasis on "masculine energy."

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, brands should approach trends like men shaving their eyelashes with caution, recognizing the complex interplay of social pressures, evolving gender norms, and potential health implications. Instead of directly capitalizing on such potentially harmful trends, brands should focus on promoting inclusivity, celebrating individuality in appearance, and prioritizing the health and safety of their consumers, thereby fostering a more responsible and positive brand image.

Final Note:

• Core Trend: The Masculinity Manifest: Using physical appearance to perform masculinity.

• Core Strategy: Promote inclusivity and individuality over potentially harmful trends.

• Core Industry Trend: Social media's significant influence on beauty and grooming standards.

• Core Consumer Motivation: Desire to appear masculine, reject perceived femininity, and gain social acceptance.

Final Conclusion:

The trend of men shaving their eyelashes serves as a thought-provoking example of how deeply ingrained societal notions of gender can influence personal choices, underscoring the need for ongoing dialogue and a more inclusive understanding of identity and appearance in contemporary culture.

Core Trend Detailed (The Masculinity Manifest):

• Description: This core trend describes the phenomenon where individuals, particularly men as highlighted in the article, actively engage in specific physical modifications, grooming practices, or behavioral changes as a means to outwardly express and embody prevailing or desired ideals of masculinity. This trend often emerges from societal pressures, evolving gender norms, and can be significantly influenced by social media narratives and broader cultural conversations around what constitutes "masculine" identity and appearance.

• Key Characteristics of the Trend (summary):

  • Intentional Physical Modification: Involves deliberate changes to one's body or grooming habits.

  • Gender Expression Focus: Driven by a desire to align with specific masculine ideals.

  • Socially Influenced: Often shaped by trends and narratives circulating in social media and broader culture.

  • Varied Manifestations: Can range from subtle grooming adjustments to more extreme practices.

  • Performance of Identity: Acts as an outward demonstration of one's masculine identity.

  • Context Dependent: The definition of what constitutes a "masculine manifest" can vary across cultures and time periods.

• Market and Cultural Signals Supporting the Trend (summary):

  • The trend of men shaving eyelashes: This specific practice is a direct example of a physical modification aimed at appearing "more masculine" by rejecting perceived feminine traits.

  • Rise of "masculine energy" narratives: The article connects the trend to a broader cultural emphasis and online discourse around traditional masculinity.

  • JD Vance eyeliner speculation: Public scrutiny and commentary on a political figure's perceived use of eyeliner highlights societal attention to how men's appearance is interpreted through a masculine lens.

  • Republican voters' shift towards traditional masculinity: Survey data indicating a growing endorsement of traditional masculine ideals among a segment of the population provides a broader cultural context for such trends in male self-presentation.

• How the Trend Is Changing Consumer Behavior (summary):

  • Adoption of Niche Grooming Practices: Consumers, in this case men, are adopting unconventional grooming routines in pursuit of a specific aesthetic.

  • Influence of Social Media on Appearance Ideals: Social media platforms are playing a significant role in disseminating and popularizing specific looks and practices associated with masculinity.

  • Potential Shift in Demand for Grooming Products: Could lead to increased demand for products or services that facilitate specific masculine looks, or conversely, a rejection of products associated with femininity.

  • Greater Awareness of Gendered Aspects of Appearance: Consumers are becoming more conscious of how their appearance is interpreted through the lens of gender.

• Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):

  • For Brands and CPGs: Brands in the beauty and grooming industry need to be acutely aware of evolving gender norms and the various ways individuals are choosing to express their masculinity. Marketing should be nuanced and consider the diverse interpretations of masculinity.

  • For Retailers: Retailers need to stock products that cater to a wide range of grooming practices and preferences, recognizing that the traditional binary of male and female grooming products may be insufficient.

  • For Consumers: Highlights the ongoing negotiation of personal identity within a social context. Consumers are increasingly conscious of how their appearance signals their gender and may engage in specific practices to align with their desired self-expression or societal expectations.

• Strategic Forecast: The "Masculinity Manifest" trend is expected to continue evolving in 2025 and beyond. As societal conversations around gender become more complex and nuanced, the ways in which individuals choose to express their masculinity through their physical appearance will likely continue to diversify. Social media will remain a powerful catalyst in shaping and disseminating these trends.

• Final Thought: The trend of men shaving their eyelashes, while seemingly extreme, serves as a stark reminder of the powerful influence that social and cultural constructs of gender have on personal choices and the lengths to which individuals may go to align with or project a particular identity. Understanding these motivations is crucial for navigating the evolving landscape of identity and self-expression.

Source: https://www.cnn.com/2025/04/30/style/male-beauty-standards-eyelashes/index.html