6 male influencers that are changing the face of beauty in Singapore

Actor and influencer Braven Yeo’s (@bravenyeo) hour-long skincare and makeup routine usually consists of regular monthly pico lasers, a gentle cleanser, skin-evening retinol serum, some type of brightening product, foundation, concealer, primer, setting spray, contour, a light wash of eyeshadow, eyeliner and fixing powder. 

For some, this process might seem too involved and overwhelming. For the 28-year-old, who has amassed over 242,000 followers on Instagram and 300,000 followers TikTok and creates grooming content full-time, this regimen not only completes his look, but is also an avenue for self-expression. 

“Like fashion, makeup and skincare is genderless. While the stigma that men should not wear makeup still exists today. I believe that everyone should have the freedom to do whatever they want,” says Braven. 

Braven is not alone. He represents a growing number of male beauty influencers who are adding a fresh new take on makeup and skincare, while combating stereotypes and challenging gender norms in a landscape that has traditionally adhered to rigid standards that determined what was deemed “feminine” or “masculine”.

“My main motto [of creating beauty content] has always been to prove that makeup is an art form. This is why a lot of my looks are on the creative end, because I feel art is for everyone and there’s no gender to art,” shares 25-year-old Melvin Tseng (@melvin_tseng) who was the first male content creator in Singapore to be selected to join the Sephora Squad, a coveted influencer and ambassador program. 

He believes that while labels such as “feminine” or “masculine” style makeup can help viewers to “visualise and understand”, a lot of the makeup tips that we follow are inspired by drag queens who don’t conform to gender.

Paving the way for change

The growing prominence of male influencers in the beauty landscape doesn’t just challenge gender stereotypes but could also push the industry in the direction of being an increasingly genderless space. 

In recent years, international beauty brands such as CeraVe and The Ordinary intentionally adopting non-gendered branding. 

However, the stigma of men wearing makeup still exists. Former flight attendant turned TikTok star Darshen K (@darshen) admits that, “as a guy doing makeup, you tend to receive more backlash compared to a girl. I’ve had plenty of naysayers saying that guys shouldn’t wear makeup. When I did my first makeup video about two years ago, I received my fair share of criticism and was even called names.” 

22-year-old student and content creator Jackie Lau (@jac_ussy), who started wearing makeup in his teens, was inspired by the influence of K-pop idols such as boy band GOT7. He thinks that men remain underrepresented in the beauty content creation scene as well as the industry at large, as marketing campaigns are still generally skewed towards females. 

“A lot of marketing campaigns and products [out in the market] cater to women. I do hope to see more men featured in beauty advertisements,” says Jackie.

This is in comparison to South Korea, where men are said to spend more money on skincare per person than men anywhere else in the world. Daniel Chan (@daniel_jchan) who specialises in “no makeup” makeup tutorials that emphasise a natural aesthetic, believes that the product options designed specifically for men are sigificantly more limited in Singapore. 

“When I went to the popular drugstore chain Olive Young in South Korea, there is a section just for men and you can see male customers getting shade matched or engaging in consultations with the sales advisors,” he says. 

Braven echoes his views. “Guys that are just dipping their toes into makeup might not know what to buy or use. To break down this barrier to entry, more brands can introduce products that are tailored to men’s need. For instance, a foundation that offers more undetectable, seamless coverage,” 

Rayyan Afiq (@rayyanroulette) who has been posting lifestyle, travel and food videos on social media since he was 16, tells us that the perception of some men could have reinforced the belief that men shouldn’t wear makeup, which inevitably contributes to the under-representation of males in the beauty landscape. 

“Some men are afraid and even insecure to see other men sporting makeup or creating beauty content. They feel the need to condemn such actions, which in turn, causes other men to feel intimidated to be a part of the industry,” he observes. 

Rayyan admits to his own struggles dealing with haters, “at the start of my career, there were people who told me that ‘boys shouldn’t wear makeup’ or said hurtful things like ‘grow a pair…” It took me quite some time to get over such remarks but I constantly remind myself to focus on all my followers and the thousands of positive feedback that I’ve received for every negative comment that comes up. 

The creators agree that true inclusivity within the beauty landscape can only be achieved through greater diversity and giving all identities an opportunity to be seen and heard. 

Melvin says, “As someone from the LGBTQIA+ community that also comes from a minority race, I know how it feels when you are not represented and when you don’t see people like you in spaces of power and high influence. Representation matters because you want people to feel like they belong, especially in a world where a lot of people already don’t feel accepted.” 

“People often underestimate how impactful social media is. When you represent a group, you are telling them that they matter. It’s more than just saying I like you but you are giving them a chance to be heard,” Rayyan adds. 

Ultimately, the end goal would be to normalise the idea that makeup and skincare is for everyone on the gender spectrum.

Says Braven: “If you’re feeling secure about who you are, putting makeup on doesn’t change that. It’s just like wearing a piece of clothing. Whether you wear something blue or green doesn’t make a difference. It’s just a form expression.”

PHOTOGRAPHY Clement Goh
ART DIRECTION Adeline Eng
MAKEUP Lasalle Lee, using KVD Beauty
HAIR Aung Apichai/Artistry Studios, using Kevin.Murphy

Get to know the six male beauty influencers who are combatting stereotypes and redefining gender norms:

Darshen K (@darshen), 30

1/6

What’s your relationship with makeup?
While I never saw myself as a professional makeup artist who could offer tips and advice, I’ve always had a love for makeup. I enjoy presenting myself well, and I believe makeup helps leave a good first impression. It shows that you truly value yourself as a person.

How did you become a content creator?
I was in a moment of my life where I was really sad because of the pandemic, and I knew I wasn’t the only sad person in the world. So, I thought, ‘Why not try to make a small difference by making other people laugh?’ That’s when I first started doing comedy skit videos. Now, as I evolve as a creator, I’m starting to do more lifestyle and beauty content.

What is the change you hope to see in beauty?
Beauty brands just need to be authentic in how they want to be represented. People gravitate towards authenticity. The more authentic a brand feels, the more people will want to learn about it and use its products.

Melvin Tseng (@melvin_tseng), 25

2/6

Who inspires you?
One of my biggest inspirations is makeup artist Pat McGrath. I also love Filipino-American influencer Bretman Rock because of his personality, which goes beyond the physical aspects of beauty. This has truly inspired me to get into the beauty industry.

Have you faced any challenges as a male beauty content creator in Singapore?
I feel like, especially as one of the pioneer male beauty creators, there was no one in Singapore for me to look up to and see how they navigated this space. Singapore, being a bit more conservative, meant I received quite a lot of backlash from people who didn’t agree with boys wearing makeup. I faced daily hate, but at this point, I just see it as engagement.

Favourite beauty products?
Recently, I’ve been going very light on my makeup. I always start with a skin tint or a sunscreen like Supergoop!’s tinted SPF. Additionally, I get a brow lamination every two months, which makes a big difference to my eyebrows, so I don’t have to fill them in.

Braven Yeo (@bravenyeo), 28

3/6

What sparked your love of makeup?
I had a very big zit on my face, so I went out and bought a concealer from MAC. Since then, I’ve been concealing my blemishes, and over time, I started experimenting with more makeup products like foundation for a cleaner base. When I entered the media industry, I developed a more proper skincare and makeup routine.

Your go-to beauty hack?
When I conceal my under-eye area, I do it before applying foundation to help the concealer adhere better and prevent creasing.

Who do you turn to for beauty advice?
What helped me the most is asking my friends for tips, and talking to makeup artists when I’m on set.

Daniel Chan (@daniel_jchan), 24

4/6

What led to your interest in beauty?
I started wearing makeup by accident because I actually shaved my eyebrows. In the process of fixing that, I discovered that I really enjoyed doing my own makeup. Over the years, I’ve worked to hone my craft so that I can apply makeup without it looking too heavy.

A tip for achieving that barely-there makeup look? 
Don’t try to mask your dark circles completely. The subtle shadow on your under-eye area looks more natural when left untouched. I suggest applying your concealer lower than usual and avoiding products that are too full coverage.

How do you hope to make a difference as a content creator? 
You don’t really see many male content creators doing natural makeup. While I love watching other beauty content creators showcasing their artistry by creating intricate makeup looks, they are not the easiest [for viewers] to replicate.

Jackie Lau (@jac_ussy), 22

5/6

What’s your beauty secret?
I adopt a pared-back skincare routine that consists of six or seven steps. One thing that has really helped my skin is double cleansing, which ensures a good, clean base.

Favourite beauty products?
Yves Saint Laurent’s All Hours Foundation, and Benefit’s Porefessional Hydro Pop smoothing pore essence.

Who inspires you?
I usually turn to Western and Korean makeup creators. One example is Filipino-American Youtuber Edward Avila. He was one of the first Asian male creators in the beauty scene.

Rayyan Afiq (rayyanroulette), 20

6/6

How did you become a content creator?
I started out on social media when I was doing my ‘O’ levels, initially focusing on comedy skits and style content. At that time, I was in the drama club and always found it exciting to play around with makeup. Given my interest in makeup and my desire to diversify my content, I created my first makeup tutorial in 2023 – a foundation review. The video took off, and because of my interest in beauty, I decided to create more makeup and skincare content.

What’s your beauty secret?
For skincare, I don’t believe in anything too complicated. I just follow four very simple steps: double cleanse, toner, moisturiser, and serum or essence. For makeup, I skip primer because the wrong formula can cause your makeup to pile and flake. Your skincare from the night before should suffice.

Favourite beauty products?
Makeup by Mario SurrealSkin Liquid Foundation, and Benefit’s Cookie Highlighter.