Makeup: as a form of identity and creative expression

Many famous beauty bloggers and influencers, for example, use makeup as a way to express themselves creatively rather than associate with femininity.

Studies reveal that gender to be a type of performance taken on by a person in how they express their identity. When makeup and cosmetics are brought into the conversation of that performance, the stereotype or ideation that cosmetics are feminine are transgressed as a means of expressing the personalization of one's gender identity.