While I am not super up-to-date with things, I feel like there's not much options in terms of makeups for men. Coloured lip balm and sunscreen are pretty much basics, and maybe BB cream and concealers (I don't use these two). But I don't feel bad for not using them, so it doesn't have that much influence on me. I don't think this is that much of a recent change; it feels like it has been like that for a while.
I am looking into getting my hair longer and dyed, and coloured manicures nowadays though. Why the fuck not.