All images belong to Gabrielle Edlin (except the deer which is from and may not be used without explicit permission from the artist.

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Let's make no bones about it. The beauty and hygiene industry is set up to make women feel like shit. That's how they make billions and billions of pounds. With few exceptions, the very same industry powers up men, with a "you're sexy just as you are - but have some moisturiser too" marketing strategy.


What would it look like if men were fed the same kind of marketing women are bombarded with daily?

What would masculinity look like if men were taught their bodies were growing the "wrong" type of hair, or emitting the "wrong" smells?


I decided to alter some products, and made real-life prototypes to start discussions with young men about feminist activism, masculinity and the beauty industry.


Please note, I am not suggesting men should be targeting in the same way - two wrongs don't make a right...