
David Yi was working as a writer at Mashable, covering the realm of fashion and beauty, when he started to feel restless.
The 29-year-old was growing dismayed by the lack of discourse in the media about men’s beauty. As his months as a reporter went on, he soon noticed that his pieces on male grooming seemed to generate the most buzz; his stories on topics including runway hairstyles at New York Fashion Week: Men’s and a man who transformed his face using makeup garnered thousands of shares and comments. Yi, who has always been passionate about such topics, was keen to foster a dialogue on his own terms — thus his men’s beauty blog, Very Good Light, was born.
Yi is part of a growing movement of men’s beauty influencers who, along with brands seeking to tap an emerging market of male consumers, are aiming to normalize men experimenting in beauty practices oft relegated to women. Today, discussions about grooming and skincare that were formerly carried on in anonymous chat rooms — or never talked about at all — are not just readily accessible, but they’re also embraced on blogs, YouTube channels and even major marketing campaigns. To read the rest of this story, please visit Glossy.
More in Marketing

After the €150 million fine, Apple’s ATT faces its hardest questions yet
The Apple ATT backlash has arrived.

With TikTok deadline, agencies are ‘staying the course’ but prepared to respond this weekend
This time around, eight agencies and influencer marketing execs told Digiday that their general sentiment going into the April 5 deadline is more calm and confident.

More brands are blending deterministic and probabilistic data for hybrid targeting approaches
Advertisers are exploring AI-assisted lookalike modeling for new audience targeting approaches — brought on by the fading third-party cookie.