Gen Z and Millennial men are blurring gender lines by buying makeup.

Gen Z and Millennial men are blurring gender lines by buying makeup. Still a small industry compared to cosmetics overall, men’s makeup is securing its spot in personal care routines. Japan’s Fiveish is leading the way with everything from nail polish to eyeliner, while indie favorite Milk Makeup targets their pore-smoothing Blur Stick to both genders and hot beauty brand Fenty sells a Gentlemen’s Fenty Face kit complete with five products. Meanwhile, Chanel has a Boy de Chanel line and Shiseido sells a BB Cream. (Bloomberg)