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The use of colour makeup among young adult men has gradually increased in South Korea over the years. The trend casts a couple of research questions. What are women’s responses to men’s colour makeup? Are women’s attitudes towards gender roles and gender equality related to their acceptance of men’s colour makeup? To answer these questions, women over 17 years old in South Korea ( N  = 1,044) were surveyed, and a series of ordinal regression analyses were conducted. The results show that South Korean women who favour gender equality and non-traditional gender roles are likely to support men’s colour makeup. The results suggest that women’s support of non-traditional gender roles leads to the acceptance of the non-stereotypical appearance of men, including colour makeup.

Women’s non-traditional gender role attitudes and acceptance of men’s color makeup in South Korea