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The presence of men as Make Up Artists (MUAs) is often viewed negatively in Indonesian society, which tends to associate this profession with women. This study aims to analyze the representation of Bubah Alfian's masculinity as an MUA through his Instagram account. The research employs Norman Fairclough's Critical Discourse Analysis (CDA) methodology to analyze 25 video reels uploaded by Bubah Alfian. Data collection techniques involve in-depth observation and textual and visual analysis of the video reels. The results show that Bubah Alfian successfully combines masculine and feminine elements in his identity as an MUA, challenging traditional gender stereotypes. These findings suggest that masculinity can be expressed more fluidly and flexibly through social media, particularly in professions typically associated with women. Additionally, the representation of masculinity displayed by Bubah Alfian offers new perspectives on how men in the beauty profession can leverage social media to craft a unique and authentic gender identity. This research makes significant contributions to the field of communication studies, particularly in the study of gender representation on social media, and demonstrates how social media can be used as a tool for social change. [ABSTRACT FROM AUTHOR]