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Beauty

The TikTok ‘It Boy’ Who’s Getting Men to Wear Makeup

19-year-old Bach Buquen’s ‘hetero dude’ image could push more of his male Gen-Z peers to buy into cosmetics, creating growth opportunities for brands with genderless lines.
Bach Buquen applying makeup for a TikTok video in Times Square.
Bach Buquen applying makeup for a TikTok video in Times Square. (Bach Buquen)
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BoF PROFESSIONAL

Just a few months ago, Bach Buquen was a mid-tier content creator from Paris. Today, he’s a bona fide TikTok teen idol with 6.1 million followers. But it wasn’t his shirtless, thirst trap workouts or his meme-worthy shoulder dance to Modern Talking’s “Brother Louie” that catapulted the 19-year-old to social media stardom. It was something he’d been doing since his early teens: wearing makeup.

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Further Reading

How ‘Anti-Spas’ Sell Wellness to Men

Remedy Place, a luxury social wellness club, has completely rebranded the spa experience with an eye on the male demographic. This year, the company has an ambitious plan to expand starting with its third and largest 7,400-square-foot club in New York’s SoHo neighbourhood this spring and an upcoming product line that brings self-care into the home.

About the author
Robert Cordero

Robert Cordero is a contributing writer at The Business of Fashion. He is a New York–based editor and advisor working at the nexus of fashion, sports and culture.

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