“There's such a conversation about makeup in the broader cultural discourse, and the idea that it is or isn't for certain people, I think, is becoming increasingly problematic,” Santiago says. “The idea that it's a 'need' for women, that it comes with so many expectations — that's why we're asking for people to kind of de-program their brains and accept that there's nothing wrong with men and makeup, that a man in makeup doesn't look a certain way or mean a certain thing. At the end of the day, it's really just about having fun with your look.”Between monochromatic makeup and glitter-packed lids , the looks are so fun — and seriously on-trend. Plus, there’s more to come: According to Santiago, it's a concept you'll see a lot in the magazine. Cakeboy ran a piece about the politics of long hair in its first print issue. Elsewhere on the site, rapper Jay Boogie details his beauty routine.If you ask us, the publication is bringing a POV that is long overdue — and primed to make a major impact on how we think of and define beauty. Santiago, for one, admits that the story has even sparked change at home: “I've started wearing more eye makeup since the shoot,” he says.