Young men are more into makeup now, so naturally the beauty brands are there to market to the growing gender-neutral trends of Generation Z, the Los Angeles Times reported Wednesday.

"[Gender] matters less than it used to," Lucie Greene, worldwide director of the J. Walter Thompson Innovation Group, told the Times. "If you're a youth brand, it's something you need to embrace and understand. It's this very self-confident, hyper-individual generation who are constructing their identity in fashion and makeup outside of their traditional gender buckets."

CoverGirl recently signed teen makeup artist James Charles as its first male face, marking a movement to appeal to Generation Z's trends.

J. Walter Thompson Innovation Group's report earlier this year revealed, per the Times:

• 56 percent of Generation Z know someone relating to gender-neutral pronouns of "they," "them," or "ze;"
• Only 44 percent bought clothes restricted for their gender;
• 70 percent support gender-neutral bathrooms.

It is far more trendy than ever to be in the gender-neutral crowd.

"This idea of choice, being whoever you want to be — it's something that is acceptable more and more," art director Fabien Baron told the Times. "It's like the gay evolution in the 60's and the 80's. It's the normal continuation of what should have been happening decades ago."

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