Abstract

This qualitative study utilized a descriptive phenomenological design to explore the lived experiences of men who use cosmetic products. The researchers gathered data from 10 participants through purposive snowball sampling and examined the responses using inductive thematic analysis. The study identified four major themes that emerged from the participants' experiences: Empowerment, Influence, Negative Social Reaction, and Need for Inclusivity. These themes provide valuable insights into the complex personal, social, and cultural factors that shape men's engagement with cosmetic products, highlighting the importance of greater inclusivity and acceptance within society. This study concluded that although cosmetics could boost self-esteem and confidence, empowering individuals to engage more confidently in societal and professional contexts, they are also subjected to social stigma and gender biases. Despite the positive effects, rigid gender norms and stereotypes presented significant barriers, resulting in feelings of embarrassment and fear of persecution. Participants advocated for broad acceptance and normalization of cosmetic use regardless of gender, seeking to challenge existing norms and enhance inclusivity. This study emphasized the significance of fostering environments where individuals could freely express their identities, envisioning a future characterized by increased acceptance and empowerment for everyone.