With millions of dedicated followers who religiously watch their favorite content creator as soon as a new video drops (or heavily engaged in whatever drama the creator is embroiled in at any given time), it makes sense that the beauty industry as a whole is finally catching on to the idea that viewers love watching creators, regardless of gender, showcase personality and creativity in an entertaining format. Add in TikTok or Instagram, and male beauty creators worldwide are growing audiences and partnering with emerging and legacy cosmetics brands for product launches or partnerships, too.