Makeup is no longer associated with women only, and more and more men are embracing it. In fact, by accentuating facial features and hiding blemishes, makeup can actually make men look more masculine.

More and more men are starting to wear makeup, and a recent study aimed to find out if it can positively affect men’s appearance. A makeup artist applied subtle makeup on a group of men, the participants were then photographed, and the images were rated based on attractiveness. The results showed that the male faces were rated as more attractive when wearing makeup compared to when not wearing makeup.

While a beard can change any man’s face, making it more masculine, makeup can do the job almost as well. Researchers have found that makeup increases lower facial contrast, making a face look more masculine.

Just like regular people, celebrities often wear makeup on set or during photoshoots. Dwayne Johnson, one of the most muscular actors in Hollywood, proudly shared on his Instagram account how his little daughters transformed him using makeup. “I haven’t seen myself in the mirror yet, but if I look as cool as I feel right now, then I’m winning, baby,” the father-of-three wrote.