By  on October 18, 2018

Gender fluidity in makeup is moving to the front burner. Men are joining women at the grooming counter and the cadre of male beauty YouTube stars such as Patrick Starrr, Bretman Rock, James Charles and Jeffree Star boast more than 6 million combined channel subscribers. In August, Chanel announced it was debuting its first line of men’s makeup.

With an eye on understanding the emergence of gender diverse makeup, Perfect365, the augmented reality beauty platform, surveyed 481 million Millennial and Gen Z app users. “We are seeing a lot of discussion around this topic, so we wanted to explore it further,” said Cara Harbor, director of marketing at Perfect365.

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