Just six months ago, content creator and aesthetician Ian Michael Crumm had an idea: create a community that celebrates men in beauty and aesthetics. Drawing from the network of editors, creators, physicians and industry professionals he’d met through years of attending brand events, he launched Boys in Beauty, a fast-growing organization helping reshape who gets a seat at the table. We caught up with Crumm to talk about the inspiration behind the group, its rapid growth and where he hopes to take it next.
What inspired Boys in Beauty, and how did you get it off the ground?
“A little over two years ago, I noticed a pattern at industry events, product launches and brand dinners—I was usually the only guy there. Now and again, I’d run into another male editor, and we would say, ‘Let’s get the guys together for dinner and talk shop.’ My colleagues would say, ‘Ian, you should organize it because you’ve planned events before.’ Those casual conversations turned into something real: an authentic, supportive community.
Simultaneously, brands kept approaching me with the same request: ‘We want to reach the male demographic.’ I think it’s because I bring a unique perspective with my social content. I always viewed it as being for anyone who connects with it, which is why I have many female followers and a lot of male followers.
Eventually, I had a moment where I realized there was a demand for community and a wealth of untapped talent, specifically males, and that led me to establish Boys in Beauty. I created the membership collective because I believe beauty is for everyone, and this network allows all people to participate without stigma while being connected to others in the industry.”
What’s the mission behind Boys in Beauty?
“Democratize beauty for all people and rid the industry of societal stigma related to gender.”
What are your goals right now?
“Right now, we’re focused on being the voice for all genders who want to participate in the beauty conversation within the industry. Whether it’s research projects, campaigns or building community, the goal is to continue moving the conversation around inclusivity in the beauty market forward.”
How much has the organization grown in six months?
“We have quadrupled our members since launch. We recently hit our six-month anniversary, and so far, we have hosted 18 events and activations, from intimate dinners and cocktail mixers to educational panels. Altogether, we’ve welcomed more than 500 guests to our events.”
What collaborations have you had so far?
“One of my goals has always been to connect people from across the beauty industry, which has led to collaborations with the L’Oréal Groupe, Glowbar, Longchamp, Mibelle Biochemistry and Vilhelm Parfumerie. We also partnered with skin care brand founder and board-certified dermatologist Dr. Shereene Idriss, who hosted one of our member mixers at her practice. Most recently, we teamed up with Cosmoprof on a panel about product formulation and male consumer behavior in Las Vegas.”
What’s the process for someone interested in joining?
“There’s an online application that we carefully review to ensure applicants are genuinely engaged with the male beauty market, align with what our programming offers and will contribute to our growing community. Once approved, members gain access to in-person and virtual events, with programming including intimate dinners, small-format events, immersive experiences and expert-led education designed to help them grow within the community.
Members participate from anywhere around the globe. We have members in the United Kingdom, France and the United States, including California, New York, New Jersey and beyond. While most of our in-person programming is currently based in New York City, we’re actively expanding into Los Angeles and other major markets.”
Where do you hope to see Boys in Beauty in five years?
I’d love to continue growing our global presence and see more conversations happening in new markets around the world. Beauty is for everyone, but while women have long faced unrealistic beauty standards, many men still don’t feel like they’re even allowed to participate in the conversation. We want to help change that by creating a space where anyone interested in beauty and aesthetics feels welcome without judgment.
Beauty is also about health. It’s about taking care of your skin, hair and nails and, if you choose, exploring makeup or aesthetic treatments. Those decisions should be personal and made for yourself, not because of outside pressure.
I recently attended an Avène trip to France where I invited two board-certified dermatologists, Dr. Christopher Bunick and Dr. Neal Bhatia, to join the group. Having physicians of that caliber involved means a lot. It’s not just creators and editors anymore. It’s the people actually treating patients saying this conversation matters. That’s the whole point.”
Looksmaxxing is having a moment with younger men right now. How does that fit into where male aesthetics is headed?
“Interest in male aesthetics is absolutely growing, but what we stand for isn’t aligned with the foundation of looksmaxxing. A lot of that culture promotes extreme behaviors and chasing one very narrow definition of attractiveness, which isn’t healthy.
More young men are becoming interested in beauty, and I think that’s a great opportunity. It’s also a responsibility for the industry. Through messaging, education and advertising, brands should encourage healthy, realistic approaches to self-care instead of reinforcing harmful trends that can have negative long-term effects. We want to help create a more welcoming, informed conversation around beauty for anyone who wants to be part of it.”
