In the 1970s, male musicians began to use makeup onstage. This included famous rock stars such as David Bowie, Alice Cooper, and the band Kiss. The use of cosmetics allowed them to create an alter ego, and were part of the visual entertainment of their shows. Currently, the popularity of TikTok has created a rise in men's cosmetics. Some men have chosen to wear nail polish, makeup, and other cosmetics to express their identity online.