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The Conversation
The Conversation
Jordan Foster, Assistant Professor, Sociology, MacEwan University

Men are embracing beauty culture — many of them just refuse to call it that

Just weeks after the premiere of popular gay hockey romance series Heated Rivalry, star Hudson Williams’ extensive skincare routine has gone viral. In a now-viral video for The Cut, the 24-year-old walks viewers through his “five-step Korean beauty routine.”

His multi-step regimen includes a close shave, a cleanse, pore-minimizing treatments, a “super-glowing” toner and serums targeted toward “rejuvenating” the young star’s face and body.

The nearly 20-minute routine, replete with self-deprecating humour and an ironic bent against vanity, has amassed some 500,000 views (and counting), almost 2,000 comments and 36,000 likes on YouTube alone.

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