My favorite person on Instagram these days is a guy who matches his makeup to his snacks.

His name is Tim Owens, but online he goes by Skelotim, and he is a bald, perma-stubbled man who knows his way around a contour kit. Last week, he posted a video of himself applying dark purple eye shadow, sky-blue eyeliner, fluttery fake lashes and a bold grape lipstick. Then, after shooting the camera a succession of saucy glances, he raised a packaged Smucker’s Uncrustables peanut-butter-and-grape-jelly sandwich, revealing his culinary inspiration for the day’s look. He does this every week. He calls it “Fat Bitch Friday.”

Watching Skelotim at work is mesmerizing. He slickly sets his makeup routine to pounding pop music, transforming from a regular dude into a sparkling vision of the fabulously strange. It’s just like Cinderella twirling around and around until she finds herself wearing a poufy blue ball gown, except Skelotim is changing into a Flamin’ Hot Cheeto. In the age of the selfie, what more appropriate canvas is there for an internet artist than his own face?

Skelotim is one of a handful of young men who have primped and preened their way into the female-centric world of Instagram and YouTube makeup artistry. Angel Merino (1.2 million Instagram followers), a celebrity makeup artist, rocks glam, high-gloss looks and possesses an almost supernatural grasp of flattering camera angles. Jake-Jamie Ward, YouTube’s 24-year-old Beauty Boy, favors a more naturalistic approach; his popular video primer “Makeup for Men” includes tips on blemish concealing and beard navigation. And Patrick Starrr films elaborate makeup tutorials for YouTube (where he has 1.7 million subscribers), then heads over to Instagram to post pictures of himself frolicking in Las Vegas and Bora Bora. No matter what these guys are doing, it feels a little bit electric. A man celebrating himself in makeup is a subversive act.