Despite our opinions or a statement about «men ought to be strong, brave and handsome,» the modern fashion world touches both women and men too. So, if you want to be in the loop, look at David Yi who is known as «the rise of the ‘boy beauty’ movement.»

David Yi was working at Mashable when he decided to change bot only his own life but all the fashion world. Hi`s 29 years old and adores men`s beauty, doesn`t matter what the types or kinds are because he is opened to every theme: hairstyles at New York Fashion Week, makeup for men, face transformations, etc. David isn`t afraid to discuss unusual topics or controversial questions, that`s why his men`s beauty blog Very Good Light is growing day by day. From the first sight people understand that this gentleman promotes men`s fashion into our groups and wants to normalize non-anonymous chats and dialogs about problems such as grooming, and skincare, and men`s makeup blogs via YouTube channels.

Men`s Fashion. David Yi

Men`s Fashion. David Yi

«Historically, men have worn makeup since the early days of civilization — I called out the dark eyeliner of Egyptian pharaohs and the stained nails of ancient Asian royalty,» says Yi. Also, the famous actors and musicians like Johnny Depp, Kiss and Green Day wear makeup too and it doesn`t mean something wrong. Knowing this, Yi changed Mashable in September 2016 to concentrate on his own blog. One of the main points is the tagline «Redefining men’s beauty.» He works together with a small team which is interested in beauty and grooming too. «It came from this idea that we can really change people`s perspectives when it comes to men and beauty,» he said. «I felt there was a market out there for guys like me who don’t consider themselves to be hyper-masculine. I began to wonder, ‘How do I fit into society? Am I an outlier?’»

Men`s Fashion. David Yi

Men`s Fashion. David Yi

Men`s Fashion. David Yi

Need to notice that there are a lot of followers and adherents in the theme. If you serf in Instagram or YouTube, you can find many photos of faces of blush and eyeshadow on men. Plus there are lots of videos with tutorials how to makeup, how to be fashionable or use cosmetics in case you are a man. Even Snapchat and publishers like Esquire cannot stay without interesting and emotions — they want David Yi to demonstrate his lessons and teach male readers and viewers to be beautiful and stylish. Surely, most of all think about brands of cosmetics and we should a little bit open this secret: born to Korean parents, Yi has used Korean facial masks. Thus it`s obvious why Korean pop stars help to promote his ideas and Very Good Light. «When I started [my blog] in 2010 and 2011, I wasn`t hearing a lot from people who were interested in getting a facial or learning more about what specific pomade would work for their hair type,» Bruce Sturgell, founder of the plus-sized fashion blog Chubstr said. «Now, a lot of these guys are trying to create a specific look. It`s become more acceptable for men to enjoy that.»

Men`s Fashion. David Yi

Men`s Fashion. David Yi

Chris Salgardo, president of Kiehl`s, told The New York Times that he, too, has received an increased number of men’s beauty queries. «Over the past year and a half, there’s been a growing conversation in our stores and on my own social media, as men reach out with questions beyond basic skincare or shaving to learn more about anti-aging and ingredients.» Great companies as L`Oreal and Maybelline launches men`s line more and more because people need it so much. By the way, they prefer men for a brand ambassador role. «Our mission is to celebrate beauty in real life, and although we haven’t necessarily developed a line specifically for men, we see men using our products often and will continue to listen to all of our customers in our product development process,» Brittany Rica, public relations manager at Glossier, said.

Men`s Fashion. David Yi

Men`s Fashion. David Yi

Men`s Fashion. David Yi

«When I think about these traditional women’s makeup brands, I think it`s a smart business decision to also target men, because they’re also using the products,» David Yi said. «For men, especially in modern day society, it`s still a new concept to wear makeup, to want to take care of your skin and to adhere to a skincare regimen.» Kelvin Davis, founder of the men’s style site Notoriously Dapper, believes that there two types: the first type is really interested in this «ungendering» motion and the second type who is make it only fashion and a media splash. «It`s like a catch 22: There are marketing people who are saying, ‘This is going to get us a lot of attention,’ but they don’t care enough about the people who are wearing the makeup,» he said. «We see through inauthenticity, and it`s all about being authentic and seeing if a brand really cares,» Yi said. «I do think [using male ambassadors is] trendy right now. It`s super trendy for these national, huge retailers to get onto the huge bandwagon, and it`s because they`re seeing the rise of these beauty boys on YouTube.»

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