According to a new study by the beauty app Perfect365, 68% percent of Millennials and Generation Z beauty fans believe that there is more overall acceptance toward men wearing makeup than in the past. Furthermore, almost 60% of respondents believe that the current trend of gender inclusivity for beauty products is more than just a fad. And some 54% of the app users surveyed said that they personally know a man who wears cosmetics.

Naturally, Millennial and Generation Z consumers are taking note of the brands that have championed this diversity by starring men in their beauty campaigns. However, just 53% percent said that they thought brands were doing enough to for inclusivity, with MAC, CoverGirl and MILK Makeup being revealed as the brands doing the most for the cause. Anastasia Beverly Hills, NYX Cosmetics, Make Up Forever and Tarte were also among those labels singled out as being inclusive towards men.

The last few years have seen a host of male beauty vloggers and influencers achieve unprecedented levels of fame — with stars like Patrick Starr, James Charles and Jeffree Star leading the male beauty movement. Brands, in turn, have been quick to pick up on the appetite for inclusive beauty products, with MAC teaming up with Starrr on multiple collections and prestige beauty house Chanel putting its stamp of approval on the movement with the launch of its ‘Boy de Chanel’ beauty line this fall. CC