Yes, yes it is. The homosexual lobby fought hard for years to have gay marriage normalized...as soon as the SCOTUS made their decision legalizing gay marriage across the land, the transgendered movement hit full steam ahead.
Transgenderism is all over the news, woven into television programming, Internet...you name it. I've personally seen how transgenderism has been normalized in eateries, stores. Men who worked at these establishments came to work one day dressed as a female....and there is absolutely nothing the owners of the businesses can do about it.
There's nothing new about the makeup industry trying to sell makeup to men. They've been doing it for years. I don't know how old you are but at 48, I know that this has been going on for a long time. There's just been little success. So every now and again, the industry will think this is the time for yet another push.
That's what's happening now. This isn't about transgenderism. The trannies are already buying makeup. This is about making it mainstream enough that Joe Lunchbox is applying eyeliner before he goes to work (and men are spending billions on makeup products).
Another push. Another fail. In a few years, they'll try it again. They've been trying to sell purses to men for ages with the same lackluster results and if they could figure out a way to sell us tampons, they'd be doing that as well.