Look on TikTok and other social media platforms, however, and you’ll notice a shift: Men of all sexual orientations brush blush on their cheeks and find eyeliners to make their bold eyes pop. The hashtag #meninmakeup has more than 250 million views on TikTok.

“We are experiencing the democratization of makeup across gender lines,” says Meloney Moore, associate dean at the School of Business Innovation at Savannah College of Art and Design.

Expect the makeup gender binary to further blur, beauty experts say, and remember that what is considered “beautiful” depends heavily on the time we’re living in and cultural context.