Cosmetics have historically been applied as a “mask” in an effort to attain a limited ideal of beauty. Today, people aren’t so interested in that. Instead, contemporary grooming focuses on celebrating a person’s unique looks and style, and color appears in expressive, artistic, and inclusive ways.
Culturally, we’re seeing a new understanding of what it means to be a human being and what it means to connect, not just to other people but to yourself. More than ever, the current generation of consumers is showing an interest in recognizing genuine feelings and celebrating unique personal histories.
In Makeup is Not a Mask, we’re honing in on this trend to describe how today’s personal style is breaking all the established rules of beauty in pursuit of authentic self-expression.
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