I'll not ask "would it be possible for men to use make up" since use of powder was poplar at some point. So I'll ask "How would it be possible in western societies for en to wear make up". It doesn't have to be anything too fancy, just eyeliner, maybe lipstick, rouge for cheeks.
I mean "popular" as in "generally accepted and used" not just in few subcultures
I wish it was more socially acceptable for men to wear make-up. Had it not been because I know it'd create way too much more awkwardness than I am comfortable with, I totally would have been using eyeliner...

(I am not joking.)
I suppose keeping the old Ancien Regime's type of culture alive, men in old France wore high-heels, makeup and generally looked like drag queens. >>
Interesting. Interesting indeed.
I think I'm gonna use this in a timeline I am working on with a PoD in 1769. The French Revolution cannot be prevented, but it can be tweaked, in such a way that when the Restoration happens, the King of France decides to deliberately embrace many of the cultural aspects of the Ancien Regime. Many aristocrats and royalists follow suit, and soon enough, wearing make-up as a man is considered to be to signal that you are of a conservative mind-set. And seeing Paris is the fashion capital of the world, this trend starts to spread.
...and in modern day, for a man
not to wear make-up is considered a token of rebellion, a lack of care for grooming, and inappropriate.
