Makeup brands make history by hiring male ambassadors

Male grooming is booming, and brands that target men aren’t the only ones looking at masculine beauty in a new light. Female-focused makeup brands are beginning to take a gender blind approach to partnerships, enlisting male beauty bloggers as their latest spokespeople.


This fall, CoverGirl named makeup artist and high school senior James Charles as its beauty ambassador, marking the first time in the company’s nearly 60-year history that a male had been chosen as the face of its brand. Known for his colorful makeup tutorials and equally colorful personality, the CoverBoy initially made a name for himself on social media, where he has amassed a devoted following of 1.4MM Instagram followers and 750K+ subscribers on YouTube. Fittingly, the announcement was made on Instagram by fellow CoverGirl ambassador Katy Perry.


After the buzz surrounding the CoverGirl announcement, Maybelline followed suit this January by debuting its first-ever male ambassador, Manny Gutierrez (aka @mannymua733). Like James Charles, the beauty boy is known for his creative makeup tutorials on YouTube, where he goes by “Manny Mua” and boasts an audience of 2MM+ subscribers. Over on Instagram, the 25-year-old social media star’s following rivals that of the brand itself, at 3.2MM and 4.6MM, respectively. Fellow Instagram beauty blogger Shayla Mitchell (aka @makeupshayla) stars with him in Maybelline's "That Boss Life" campaign, in which the pair promote the brand’s Big Shot Mascara.


Across the pond, Rimmel tapped 17-year old British beauty vlogger Lewys Ball for its latest campaign called #LiveTheLondonLook, which emphasizes that the “London look” comes in an array of shapes and sizes a features a diverse blend of spokespeople. In a newly released video for the campaign, the vlogger declares, "Anybody can wear makeup, no matter who you are." In addition to his Rimmel duties, the teen runs his own YouTube channel, lookingforlewys, where he posts weekly tips, tricks, and tutorial devoted to all things beauty and makeup.