How a New Generation of Men Is Redefining Beauty, One Video at a Time
The young men on TikTok are turning everyday vanity into a revolution, redefining what it means for men to look and feel confident
The rise of male beauty content creators on social media
On TikTok, the mirror has become a stage. For a new generation of young men, skincare routines and soft contouring are no longer hidden rituals but daily performances broadcast to millions. Among them are Bach Buquen, David Kim, and Huang Long, creators who have turned grooming into both a form of self-expression and an act of cultural change.
Bach Buquen
Bach Buquen, a 19-year-old from Paris, has become one of the most recognizable faces of this movement. Known first for his fitness videos and boyish charm, he built a massive following after casually sharing clips of himself applying concealer, foundation, and blush. What began as a personal habit soon became a public statement, though not one he set out to make.
For Bach, grooming was never a rebellion against masculinity but an extension of how he took care of himself. When he filmed himself doing his routine on the Paris metro, the video spread widely online, drawing both admiration and criticism. The attention helped push the conversation about men’s beauty into mainstream visibility.
David Kim
In the United States, David Kim has taken a more understated approach. The 22-year-old model and photographer, who moved from South Korea to Virginia as a child, showcases his daily routines with calm precision.
His skincare process reflects the structure of a typical Korean regimen, with multiple steps and an emphasis on long-term care rather than transformation. For David, beauty and photography share the same goal: capturing light, texture, and truth. His videos are about consistency and presenting self-care as a normal part of life rather than a gendered statement.
Huang Long
Vietnamese creator Huang Long brings a different energy. His bold confidence has earned him attention from global brands such as Fenty Beauty, which has reposted several of his tutorials. Huang’s content, which focuses on achievable everyday looks, is rooted in his desire to help men feel comfortable with grooming.
“Why can’t we?” he said when asked about his advocacy for men’s beauty. His videos often highlight natural finishes, soft contours, and ways to enhance rather than conceal. Behind his bright personality is a deeper purpose: to empower those who have felt excluded from beauty culture.
GET TO KNOW HIM: Meet Huang Long, The Content Creator Redefining Men’s Beauty In Vietnam
Together, Bach, David, and Huang represent a larger shift in how male vanity is understood. Their influence reflects a generation that views grooming and cosmetics as expressions of individuality, not threats to masculinity. Brands have taken notice. Luxury and mass-market beauty labels alike are increasingly working with male creators whose audiences are no longer niche but mainstream.
A movement of expression
The virality of vanity signals something broader than a passing trend. It marks the normalization of care, presentation, and self-expression among young men who grew up in an era of digital transparency. What once seemed performative now feels personal.
Whether it’s Bach’s casual foundation routine, David’s disciplined skincare ritual, or Huang’s expressive tutorials, these creators are shaping a new image of beauty that is confident, inclusive, and entirely unbothered by old definitions.
Bach Buquen is a 19-year-old French-Vietnamese TikTok creator known for his fitness videos and makeup routines. He gained popularity for normalizing men wearing makeup and sharing his daily grooming habits with millions of followers.
The trend involves young men using skincare and cosmetics to express themselves publicly. Creators like Bach, David Kim, and Huang Long showcase routines that highlight confidence and self-care.
David Kim follows a structured Korean skincare routine that includes cleansing, toning, serums, moisturizer, and sunscreen. He presents his routine as a consistent daily practice, emphasizing long-term skin health.
Huang Long gained attention for sharing tutorials and tips on makeup and skincare for men. His approachable and natural looks have resonated with audiences, earning recognition from brands like Fenty Beauty.
Male beauty trends on social media are redefining masculinity by making skincare and makeup normal for men. Influencers show that self-care and grooming are not gendered, inspiring more men to experiment with cosmetics confidently.
Bach Buquen shot by Isaac Anthony (for VMAN 55 Fall’s Most Wanted Issue)
Fashion director-at-large Nicola Formichetti
Beauty editor Kev Ponce
Grooming Peter Gray (Home Agency) using Oway USA
Location WSA Studios
Photo assistants Andrew Bear and Steven Burton
Fashion assistant Elissa Dziersk
Backdrop Broderson Backdrops
