The TikTok 'It Boy' who's getting men to wear makeup

19-year-old TikToker Bach Buquen, with 6.1 million followers, is reshaping men's beauty norms. Unlike traditional beauty influencers, he embraces a 'hetero dude' vibe, making makeup more accessible for men. His viral 'Normalise makeup for men' campaign has attracted partnerships with brands like Armani. With interest in men's cosmetics skyrocketing, the market is set to grow from $17.5 billion to $43 billion by 2033.