Welcome to our exclusive interview with Zak Heath, the digital dynamo who’s captivating the beauty and fashion worlds, one post at a time. With over a million followers hanging on his every stylish move, Zak’s content is a visual feast that’s earned him collaborations with luxury giants like YSL and Charlotte Tilbury, as well as accessible favorites like ASOS and ESSIE. But Zak’s talents don’t stop at stunning aesthetics. He’s also a fashion journalism student at Central Saint Martins, bringing a sharp, academic edge to his creative ventures. As Zak deftly navigates and disrupts both beauty and fashion landscapes, he’s proving that versatility is the new black. Get ready to dive into the mind of a trendsetter who’s redefining the rules and making waves on a global scale.

Interview with Zak Heath

What’s making 2024 stand out as the year when guys are really diving into grooming? How do you see this shift reflecting our changing views on guys taking care of themselves?

    I began making content four years ago when I saw a lack of male grooming content online. Since then, there has been a surge of men challenging the norm when it comes to a male beauty standard and behaviours. In 2024, I see a lot more male content creators making skincare content, hair videos and delving more into colour cosmetics too. I always think of the Frequency Illusion (also known as the Baader-Meinhof phenomenon) of subconsciously and, in this case, consciously, seeing men wearing skincare and makeup more regularly will begin to change these traditional perceptions surrounding the ideology that men shouldn’t spend time investing in their appearance. Globally, the male grooming market has increased by 2% each year and is rising. This is seen through more men realising the value in grooming and the confidence it can bring. 

    In your opinion, how does the concept of beauty transcend gender boundaries, and what role does gender-neutral beauty play in shaping contemporary beauty standards?

      I first discovered makeup at age eight when rummaging through my Mum’s Clinique cosmetics bag. I never considered it to have a gender. I was intrigued by the products and how they made my Mum’s personality change when she applied them to her face. I could see how invigorated she felt which hooked me. Being the only boy in the house, I didn’t have anybody telling me makeup was a “female” thing until I was at school. At the age of 14, when I began to wear makeup, I didn’t know any boys who wore makeup, I just saw the familiar faces of male YouTube personalities wearing it – though there weren’t many. 

      Over my lifetime I have seen traditional beauty advertising shift to more diversity across both gender and race. This pivot has really made products more accessible for everyone. Growing up, I always thought makeup was for gay men; however, as I began sharing my makeup routine online, I noticed that many straight men were using it to learn how to cover pimples, make themselves look more presentable, etc.  I’ve always perceived beauty to cross the gender barrier, however increased visibility for male beauty content has helped to shape a new narrative for the better. 

      We all love a good skincare routine. What are some of your personal faves for keeping that skin glowy and fresh every day? And do you think skincare should be different for guys and gals?

        A lot of skincare brands have a male focused skincare line, a good example would be Shiseido for men. They claim men’s skin is tougher and less fragile, but I’m not sure if that’s true. I use skincare products marketed toward women instead of those aimed at men because men’s skincare products tend to have a strong fragrance that reminds me of gym locker rooms. I usually use skincare products marketed toward women, but skincare itself doesn’t have a gender— it’s just a product. My current favourites are Elizabeth Arden Lip Balm, Clarins Double Serum, Charlotte Tilbury Magic Cream, Elemis Eye Cream, and Fresh Beauty Mist.

        As men’s makeup gains popularity, what are some natural and subtle makeup looks that you recommend for men who want to enhance their features without appearing overly made up?

          One of my favourite skincare products, suitable for anyone, is Estee Lauder’s DayWear Sheer Skin Tint, which comes in a blue bottle. It’s super hydrating and is ideal for guys who prefer a simple skincare routine. The best part is that the white formula adjusts to your skin tone when it comes into contact with your skin. It provides a subtle tint with very sheer coverage, evening out your complexion and giving you that much loved sun-kissed look.

          As for eyebrows, they really do help define the face. If you’re looking for an affordable option, the NYX Brow Glue is fantastic for shaping and holding your brows in place. I’m already on my third bottle because it’s so effective.

          With the emergence of various beauty trends, which ones do you believe will have a significant impact in 2024, particularly in the realm of men’s grooming and skincare?

            I’ve noticed more men experimenting with colour in their grooming routines. By “colour,” I don’t mean foundation or concealer, but blush in pink shades or bronzer in warmer browns. Not long ago, there was a trend highlighting blush as an underrated product for men’s grooming, and I totally agree. Using blush with a light touch can give your makeup a more natural look by adding a healthy flush, as if you’ve just had a workout. Applying it to the areas where you’d naturally blush can bring a lively glow to your face.

            Can you discuss any societal or cultural shifts that have contributed to the growing acceptance and normalisation of men’s engagement with beauty and grooming practices?

              We’re seeing more men sharing grooming content online, more brands featuring male models in their beauty campaigns, more male celebrities being open about wearing makeup, and greater societal acceptance of men using beauty products. This shift is encouraging more men to feel comfortable exploring makeup and skincare, which signals a broader move toward inclusivity in the beauty industry.

              Let’s clear up some myths about men’s skincare and grooming. What are some things people get wrong, and how do you set the record straight?’

                Whilst some makeup products like lipstick can be used in multiple ways, I feel as though certain products should not; for example, men’s face washes doubling up as a shampoo and body wash. The care your scalp and hair follicles require is quite different from what your facial pores, especially around the nose, need. For a successful grooming routine, I think brands should avoid marketing certain products as suitable for everything. Using a face wash as both a body wash and a shampoo, for instance, might seem convenient, but it doesn’t offer the specialised care that different parts of your body require. Keeping your grooming products separate ensures that each area gets the attention it needs.

                As attitudes towards beauty become more inclusive, how do you think brands and influencers can better cater to diverse audiences while promoting self-expression and authenticity?

                  The way content creators market themselves will always be different to how brands do. Content creators are people who create content for their niche and therefore targeting a specific demographic; however, with this more creators should be open minded with their views so they don’t upset or offend anybody. With large commercial brands like L’Oreal for example, they need to cater to everybody because their AD campaigns are seen by the masses. When I see a brand not catering to everybody it hurts compared to if I saw a random content creator saying something online because a brand has so much power in changing societal views and ideologies. A large brand can shape perceptions. I do think if a brand is specifically niche and they know that then my opinions are similar to that of content creators and that is that they are targeting a specific demographic and not everything can be for everyone. To reiterate, I mean larger companies need to be more mindful of how they market themselves especially if they are brands that have been used for generations and have helped to maintain or redefine societal views.

                  From your perspective, what are some key differences between traditional beauty standards and the emerging beauty ideals that emphasise individuality and self-expression?

                    The traditional beauty standards tend to push a narrow view of what’s attractive – Like clear skin, a certain body shape, or specific look. This can make people feel like they have to fit into a specific box to be considered beautiful, which isn’t great for self expression.

                    The emerging beauty ideals are more about individuality and self- expression. They embrace all kinds of beauty- Skin tones, body types, and unique features. The shift allows people to define beauty on their own terms, valuing authenticity and personal style instead of trying to meet some strict standards. It’s all about celebrating what makes each person unique, making the beauty scene more inclusive and relatable.