Should men wear makeup? Beauty Editor at GQ, Philip Picardi says, “Every time, it’s the ‘should’ that bothers me—beauty and grooming, like all things pertaining to vanity in this life, are rarely about ‘should’ and ‘should not,’ modals designed to instill shame or duty (or both). The question for every person, regardless of gender identity, should be: Do you want to wear makeup?”

Makeup is about style, expression, and also desire sometimes. But it is also about choice! Ankush Bahuguna, Instagram influencer and a breaker of stereotypes in his own right, believes as much. He is widely popular on Instagram for his relatable and rib-tickling comedy videos. But he cemented his position as a true influencer of current times when he posted his first makeup video with a refreshing social commentary on masculinity and the freedom to be. The video took internet by storm and to a great extent contributed to a major cultural shift online. Not to mention, it started a conversation about gender biases and freedom of expression regardless of one’s gender.