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Meet the teenage 'beauty boys' coming for the cosmetics industry | Elisabeth Sherman

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Gen-Z boys online are chipping away at the taboo against men wearing makeup – with or without the makeup industry’s help

In March of 2019, 17-year-old Elliot Ceretti walked into his local convenience store with a couple of friends. He had been re-watching the 10th season of RuPaul’s Drag Race, and one of the show’s drag queens, Aquaria, had inspired an unfamiliar but exciting longing in Ceretti.

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