So.Gay sat down with Ian Michael Crumm, a celebrity esthetician and ELLE Beauty Advisory Board member, to simplify the journey to handsome skin and normalize conversations around aesthetics for gay men
For Ian Michael Crumm, skincare and beauty have always been central to his identity.
At just ten years old, he’d ask his mom about her beauty products, accompany her to the hair salon and get highlights, and shamelessly tag along for manicures.
Crumm came out at 15, but while some childhood interests might hint at a person’s sexuality, his early passion for beauty painted a larger picture of his calling. It was the foundation for what would eventually become a viral career as a licensed esthetician and beauty expert.
Sitting pretty with 230k followers on Instagram, Crumm tells So.Gay that he doesn’t consider himself an influencer.
“I have a career in beauty as an educated, licensed professional,” he says. “There’s so much information online, so I think it’s important that whatever someone’s watching, they trust the source. Even among professionals, there’s debate on certain topics.”
Still, it’s hard to argue that Crumm isn’t influencer-adjacent, as he intentionally shares his life on social media, most recently taking viewers along on his liposuction journey.
“Being in the beauty space, I try to be upfront about everything I’m doing,” he says. “It would be wrong just to show up and say, ‘Oh, I just started working out.’ Yes, I’m working out more, but I also got liposuction.”
But Crumm’s motivation was never social media fame—not like others who’ll do anything for viewership. He’s been creating content with purpose long before the beauty space became saturated with empty buzzwords and unresearched opinions. Committed to doing good, Ian is a Committee Member for the Skin Cancer Foundation’s Champions for Change Gala, a Committee Member for the Melanoma Research Foundation Gala, and the 2024 Melanoma Research Foundation Influencer Award Honoree.
Before establishing himself as a leading skincare expert in New York—a move he made in 2018—Crumm spent nearly a decade in Philadelphia as a beauty and lifestyle blogger. Although he now connects with hundreds of thousands of audience members at once as an esthetician, it wouldn’t have been possible without first putting himself out there and harnessing the power of human connection, one person at a time.
“I was going around the city and meeting people, going to events, and getting some traffic on my site,” he says. “[My website] gained momentum, and I started freelance contributing to a few outlets. I had a very short-lived fashion column with philly.com.”
Still, none of it compared to the success he found once he focused on producing content for Instagram and other social channels and delving more into the skincare and beauty space.
His first advice for anyone following him is to consult your dermatologist or esthetician before doing anything to your face.
“I consult with clients across the board that have [both] extensive routines or no routine,” he says. “If they don’t have a routine, they leave with one after seeing me.”
The daily skincare routine is now ubiquitous in modern culture. America has never been more afraid of showing signs of aging, with even teens and kids sharing their skincare routines online.
It’s a dystopian market where even the epitome of youth moisturizes and conceals like the Kardashians.
While it can feel overwhelming to newcomers, Crumm assures us taking care of your skin doesn’t have to be complicated.
“I always recommend washing your face twice daily, morning and night,” he says. “During the day, wear sunscreen, ideally SPF 30 or higher on all exposed skin. If you’re not applying it to your arms and legs, at least do your face and neck. If you want to go further, use a moisturizer or serum at night.”
As far as Botox is concerned, he doesn’t believe it’s necessary until your 30s unless you’re seeing resting lines.
The industry has been molded for capitalism, but Crumm says a skincare routine can be bought at your local drugstore for $50 to $100, depending on your location.
Crumm says the key to figuring out what works for you, especially with Botox and fillers, is to take small steps.
He advises trusting the process and avoiding unrealistic expectations to prevent disastrous results. Crumm’s expertise hasn’t gone unnoticed, as he currently serves on Elle’s Beauty Advisory Board.
“Global beauty standards have started to merge,” he explains. “But everyone is different, so it’s about figuring out what works for you.” Naturally, this is easier when you’re not making too many changes all at once.
Follow Ian Michael Crumm on Instagram here.
To treat So.Gay readers, Crumm exclusively shared an affordable selection of products for a skincare routine to ensure your skin stays at its prime.
Morning
CeraVe Hydrating Facial Cleanser $18
L’Oreal Paris Revitalift 10% Vitamin C Serum $25
Neutrogena Hydro Boost Gel Cream $23
La Roche-Posay Anthelios Melt-in Milk SPF 60 $38
Evening:
Repeat cleanser
La Roche-Posay Ultra-Fine Scrub $20 (use 2-3 times per week)
The Ordinary Niacinamide 10% + Zinc 1% $10
Repeat moisturizer
