Meet the teenage ‘beauty boys’ coming for the cosmetics industry

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Gen-Z boys online are chipping away at the taboo against men wearing makeup – with or without the makeup industry’s help

In March of 2019, 17-year-old Elliot Ceretti walked into his local convenience store with a couple of friends. He had been re-watching the 10th season of RuPaul’s Drag Race, and one of the show’s drag queens, Aquaria, had inspired an unfamiliar but exciting longing in Ceretti.

He loaded his basket with the cheapest makeup products he could find, and a glue stick to glue down his brows. When he got home that night, he waited until his mother and sister were asleep and locked himself in the bathroom, applying makeup like he had seen on the show. That night, he brought Ella Souflee, his drag persona, to life for the first time.

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