Style July 29, 2019
Get clean and stay clean with beauty blogger @dirtyboysgetclean.
If you’re in the skincare game, you’ve probably heard of blogger, influencer, and brand representative Matt Woodcox.
Matt runs the Instagram and blog DirtyBoysGetClean and works with renowned companies such as Fresh and Glossier.
He has taken radical steps toward debunking gender stereotypes in the beauty industry through his carefully curated, predominantly pink “shelfies.”
Matt not only shares his top favorite products, but he also uses the platform to challenge existing stigmas around skincare as feminine or girly. He essentially reinvents the craze as a form of self-care that does not discriminate on the basis of gender. Ever wonder how he does this? Let’s explore five ways that DirtyBoysGetClean works to break boundaries by creating a safe space for men to enjoy skincare.
Matt communicates to his followers through his “shelfies,” or photographs depicting different arrays of perfectly arranged skincare products.
The products are seamlessly organized by packaging color – ranging from cool tones to warm tones – and his collection appears to be larger than five Sephora stores combined.
In what looks like the result of hours’ worth of precisely placing high-quality cleansers and serums, Matt maintains his #pinkaesthetic that accentuates his bold sense of style. He believes in sharing content that makes him happy rather than trying to cater to his audience, which helps him maintain an authentic, honest voice.
But even beyond creative expression, Matt uses the platform to invite men to join the world of skincare and serves as living proof that a love for self-care is not solely restricted to women.
Most established skincare brands are designed and marketed specifically for either men or women. Contrary to popular belief, however, the truth is that a well-formulated product that matches your skin’s needs will work regardless of your gender.
Switching to clean beauty has become a trend for a reason, and DirtyBoysGetClean universalizes this trend. By depicting products that come in feminine packaging and revealing their benefits on his complexion, Matt reverses the notion that men should not need to participate in the skincare game.
Matt has made it known that he will not conform to minimalist norms and instead, he uses what he refers to as “maximalist” posts to show the world his unique sense of style.
While he is most definitely on-trend with the latest and most effective skincare products on the market, Matt does not focus on whether his content matches that of a stereotypical beauty blogger. Some may say his profile is too overwhelming or overcrowded, but Matt doesn’t care; in fact, that’s exactly what he’s going for.
As a brand rep for Fresh and Glossier, and a huge advocate of companies like Josie Maran, Drunk Elephant, and Sunday Riley, Matt has built relationships with many large companies in the beauty industry – most of which are largely run by women. By not only advertising the products, but also receiving official credit for his efforts, Matt proves himself a legitimate and trusted source for beauty advice.
He also clarifies the fact that women are not the only ones capable of making a living in the beauty industry as social media influencers.
On the DirtyBoysGetClean blog’s website, Matt created a series of posts that he cleverly called “SkInsecurities” in order to demonstrate that everyone regardless of gender faces the same skin struggles.
He also highlights the fact that despite all illusions, seemingly flawless beauty bloggers still battle blemishes and strive to combat fine lines or dark spots just like the rest of us. After all, skincare is self-care, and self-care is genderless.
