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"Beauty boys" gets their inspiration from drag queen make-up and modern fashion trends. The main difference between drag and beauty boys is that beauty boys do not present as women, and they use regular make-up, not the theatre type. You would have to ask them if they believe they fit under the broad transgender umbrella or not. I guess some of them do, others not.
In 2016 James Charles became the first male face of the cosmetic firm Covergirl. Maybelline has hired Manny Gutierrez, Rimmel has engaged Lewys Ball and L'Oréal has Gary Thompson. James Charles was probably not the best choice for Covergirl, as he was recently caught posting a nasty racist tweet on twitter, but that does not change the point of this story: That there is now a sub-culture for men who identify as men and who still want to express themselves using feminine make-up. Others argue that this is another example of the beauty business becoming more acceptive of androgyny.
D2 presents Joachim O. Hansen, who tells the journalist that he used make-up for the first time at the age of 11, stealing maskara from his mother. He is now 13 and runs a popular Instagram-account, and is also part of the Snapchat-collective Fleeky Make-Up.
It seems to me that the Beauty Boy phenomenon has its main roots in gay culture. All the same, it might have an effect on the gender expression of male assigned persons of all sexualities and gender identities.