This paper investigates the burgeoning phenomenon of male beauty influencers in India, examining the intricate interplay between gender, digital labour, and the construction of personal brands on social media platforms like Instagram. It explores how these influencers challenge conventional and gendered notions of masculinity by expressing themselves through beauty content while simultaneously constructing and commodifying their identities to remain visible in a competitive influencer economy. As beauty and grooming content gains momentum online, these influencers destabilise dominant gender norms while also engaging in digital labour. This research qualitatively analyses content from a purposively selected sample of influencers with 20K to 500K followers. This mid-tier range was chosen because these influencers tend to produce frequent content as they engage more with their followers to grow their brand. Data was collected over one month and analysed using content and thematic analysis, following Braun and Clarke (2006). The goal is to understand how these influencers perform masculinity through language, visuals, and branding in ways that both reflect and resist traditional gender expectations. By focusing on male influencers in a space often seen as feminine, this research highlights how masculinity is being redefined through digital labour and self-branding in India’s evolving digital economy. It contributes to emerging scholarship on masculinities, gendered labour, and influencer economies in the postcolonial and Indian contexts.

Authors:
Shemol Misra, Manipal Academy of Higher Education, India

About the Presenter(s)
Shemol Misra is a PhD scholar in Media and Communication at MAHE, India. Her research explores beauty influencers in India, with an emphasis on gender, identity, and self-representation within the broader dynamics of digital and platform culture.

Connect on Linkedin
https://www.linkedin.com/in/shemol-misra-medialearner/

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