Men, masculinity and make-up? If it sounds like a pipe dream, it mostly definitely isn’t.
Not in 2026 when self-care is everyone’s mantra, and men are happily spending big bucks to hide the bags under their eyes and not stopping there. Looksmaxxing might not have (yet!) arrived on our shores but thanks to Instagram, we’ve certainly learnt a trick or more. Probably why brands are now targeting Indian men – everything from collagen powder to sunscreen and moisturiser is being made for the not-so-fairer sex. Even make-up, which not too long ago hadn’t entered the lexicon of urban masculinity, chided away by its fragile yet forceful ego. Now, though, it has creeped in, one concealer at a time.
When Nicola Formichetti, Global Creative Director at M·A·C Cosmetics arrived in India on his maiden visit, we sat down with him for a chat on it all – from grooming mistakes to sharing cosmetics, he spoke about everything. Edited excerpts:
Welcome to India. How’s it been?
This is my first time here, actually. I grew up surrounded with Indian art and Indian culture, because my parents were kind of obsessed with Indian culture. I think my parents met in India too. I grew up surrounded with traditional Indian stuff. So, for me, coming here, it feels very familiar, almost like coming home. I also have lots of Indian friends in New York and London.
Anything that’s surprised you here?
You guys take care of yourself, in a way, more than people from other places. Skin, hair, everything. I’m still observing but it’s exciting, for sure. In terms of the possibilities for us, as a brand. There are so many things we can do together.
What’s your understanding of the male beauty consumer of today?
He’s much more open now to try new things. From gloss to creams, everything. We have a big number of male customers buying blush to give some colour, which, a few years ago, was considered quite shocking. Then there are concealers which have become such a norm.
Concealers are quite big in India too. Since everyone likes to party and still has to wake up for work in the morning.
That’s another thing I found surprising about Indians. You guys really like to party, so the morning ritual must definitely important for you here.
Do you think there’s something still holding men back, when it comes to beauty & skincare?
I don’t want to tell people what to do with their products, yes, but I feel maybe there’s a stigma around looking too ‘feminine’ if you use too much make-up, which isn’t true.
A few years ago, concepts such as ‘masculine grooming routine’ and ‘meterosexuality’ were quite popular – what’s the concept for 2026?
I don’t know if it’s happening here, but in USA, there’s a concept called looksmaxxing, where young boys are doing extreme things like shaping their jaws with a hammer. It’s crazy! But on the other hand, there are also men who are a lot more comfortable with using eyeliners to enhance their eyes, which is great. You’d earlier see such things in the LGBTQ+ world but it’s now happening in the heterosexual space too. It’s not a ‘gay’ thing anymore. Men are evolving – that’s always welcome as long as they don’t do any extreme stuff.
What would be your advise for a man who's never dabbled with beauty but would like to?
Make-up is like painting or water colouring – it’s fun, and that’s how you should think about it. I’d say start by using your girlfriend’s make-up. Or ask her to show you how to experiment with it.
And if you’re single?
Then, maybe just go to a M·A·C store nearby and ask the make-up artists to give you the best advice. I get that it can be intimidating, things like finding your shade, which is actually the easiest thing to do. At M·A·C, we have all ranges of skin tone, so 99% of the time, you’ll find your perfect match. So in the morning, that’s what you could do – just dab it with your finger, wherever you need. It’s a great starting point for your beauty routine. It’s super simple, even though it looks scary. You might get addicted and never go back!
What should be a good starter grooming routine every man can follow?
Hydration, hydration, hydration. It’s the most simple thing yet the best thing to do. Always hydrate with water all day long. Wash your face and follow that with a moisturiser. A lot of the times, that’s all you really need.
Is there a common grooming mistake you’ve seen men make everywhere?
Maybe, going crazy with shaving their eyebrows?
I didn’t even know they were doing that!
Ok, so maybe, look at your eyebrows for a little bit. They can completely change the appearance of one’s face, so the next time you’re at a salon, get your eyebrows cleaned too. The unibrow? Removing that can be the biggest thing you’d do.
How has social media impacted the world of beauty?
I think it's good, you know, because now we care more about the way we look, in a good way. Everyone’s wanting to look good, so they’re working out, eating better, and for me, that’s great motivation. Don’t get obsessed with it, though, obviously. Otherwise then, you’re just searching for an impossible idea of beauty. But a little bit of aspiration is good.
How would you define the future of beauty?
I wish, in the future, there's no division for men and women. It’s just beauty, being our better selves by using various tools and techniques. It’s for men and for women. So, I hope that would be the future. And I think it's moving in that direction.
Is there a beauty myth you’d like to bust?
Expensive creams
Are they good or not?
It’s about consistency. Try different things and see what works for you. But you certainly don’t have to spend a crazy amount of money to look good.
Any last words for Indian men?
I think Indian men are very stylish and handsome. I’d say, just keep doing what you guys are and elevate it to the next level. And make sure to keep reading Esquire India.
And keep using M·A·C Cosmetics?
Oh yes, absolutely!