How can there be anything wrong with trying to look one's best?

It wasn't until Spring Festival this year that I downloaded the pioneering short-video app Douyin, a year or so after it swept the country.

After learning my preferences within a few days, the app generally recommended two categories of videos for me: gourmet food and male makeup.

The latter, which sparkled with sincerity and confidence, attracted me greatly.

"Bothered by adult acne? Dealing with dark circles under your eyes? Wish that clean-shaven look lasted longer than a few hours? It's high time men were let in on these beauty secrets," said Kangkang, a vlogger, in his video on Douyin.

He stated that his "goal as a 'boy in makeup' is to normalize the idea of men wearing makeup".

It was the first time I had randomly run into a "boy beauty" on the platform and I watched the video three times.

"Literally anyone can wear this look; if you're young, if you're old, if you're a girl, if you're a boy," said Kangkang, encouraging his male viewers to transform their faces just as he did.

But his kindness and optimism provoked a lot of harsh comments in return.

People always seem to have great difficulty processing the thought of men applying makeup.

Why doesn't anyone have a problem with women wearing makeup?

It's similar to the situation in which many people are strongly against the use of the term "female artists".

By separating female artists from male ones, the term reinforces the idea that men are the default when it comes to artistry.

"I don't consider myself a woman artist, I am simply an artist," is the sort of perfectly legitimate response that will definitely win a big round of applause.

However, when it comes to male makeup, people respond with comments such as "Men should not put on anything apart from camouflage, like a soldier."

Makeup carries a meaning beyond the pursuit of beauty.

It can act as a means of self-actualization, as an outlet for creativity and, most important for these men in makeup, as a manifestation of diversity.

As thrilling as it is to see men abandoning antiquated ideas of masculinity, it is worth noting that a growing number of male makeup celebrities are actually making their efforts in an attempt to break gender norms.

Don't be afraid of makeup; makeup is a one-size-fits-all thing.

(China Daily Global 05/14/2019 page5)