For many millennia – dating as far back as 10,000 BCE when native Americans used body paint to the 18^th century when French courtiers of Versailles puffed their faces with powder – men have been touching up their faces with makeup, pioneering the trends of today.

Though some may consider makeup feminine or suggestive of gender identity, a recent study reveals that men, “wearing subtle makeup,” were rated as more attractive.

“This effect of makeup on attractiveness is well documented for women, but no study has investigated it in men. The market for male cosmetics products is growing and evolving,” reports the study that examines if the “positive effect” of makeup on women also extends to men. “In terms of makeup, certain products that have commonly only been used by women are starting to be marketed for men.”

Cosmetically appealing

Researchers Carlota Batres and Hannah Robinson collected a group of 20 men who they photographed twice in side-by-side images that shows the models before and after subtle cosmetic application.

The makeup artist, Carmina Cristina, was instructed to give the men some light coverage to “Increase skin homogeneity, decrease facial contrast, and accentuate the bone structure without it being too obvious that the targets were wearing makeup.”

This effect of makeup on attractiveness is well documented for women, but no study has investigated it in men. The market for male cosmetics products is growing and evolving,” reports the study that examines if the “positive effect” of makeup on women also extends to men. “In terms of makeup, certain products that have commonly only been used by women are starting to be marketed for men.”

Cosmetically appealing

Researchers Carlota Batres and Hannah Robinson collected a group of 20 men who they photographed twice in side-by-side images that shows the models before and after subtle cosmetic application.

The makeup artist, Carmina Cristina, was instructed to give the men some light coverage to “Increase skin homogeneity, decrease facial contrast, and accentuate the bone structure without it being too obvious that the targets were wearing makeup.”

The small study of 200 participants – 124 men and 76 women – were then asked rate all 40 of the images on attractiveness.

Batres, who led the study, commented: “We found that the male faces were rated as higher in attractiveness when presented wearing subtle makeup, compared to when presented not wearing makeup. This was true for both male and female raters.”

Additionally, of the 20 faces, four were rated as less attractive with makeup and 16 men wowed study participants, who said they were more attractive with makeup. The results suggest the effect of enhancing facial structure with makeup does extend to men, who can also benefit from cosmetics to highlight bone structure for that chiseled, manly jawline.