By Brittanie Gutierrez |Staff Writer|
Famous makeup brands are incorporating men as their brand ambassadors to promote inclusivity.
CoverGirl announced 17 year old James Charles, a YouTube beauty guru, as the new face for their campaign titled ‘Lash Equality’ on Oct. 11, 2016.
The campaign also included women of different ethnicities.
People were happy to see diversity taking center stage in an industry considered to be predominately women-oriented.
“I think it is cool because now they’re representing everyone, not just one particular race or gender. It’s good for them to meet the needs of everyone,” said student Jasmine Turner.
Maybelline New York announced that Manny Gutierrez, a YouTube beauty guru, was going to be a brand ambassador, in promotion of a new mascara.
These two men have taken the beauty world by storm since the start of their YouTube careers.
Gutierrez, also know as MannyMUA, has had a collaboration with Morphe Cosmetics and Ofra Cosmetics.
“There needs to be a breakthrough in society to accept people for who they are. It empowers people to be who they are,” said aesthetician and makeup artist Edith Centeno Marquez.
She continued by saying that we should let everyone be who they want to be.
“If makeup makes them feel comfortable than we shouldn’t tell them it isn’t okay or accepted,” continued Marquez.
The importance of having men be brand ambassadors is part of the breakthrough Marquez references.
It is the beginning in reforming gender norms reinforced by society.
“Honestly, I think it’s pretty neat that they are letting men also be ambassadors. It’s showing they are also keeping an open mind to men who are also interested in makeup as well,” said student Briyanna Simmons.
The involvement of men in the makeup industry is not new. There are male makeup artists who service celebrities. They also have collaborations with high end makeup brands, such as Anastasia of Beverly Hills collaborating with celebrity makeup artist Mario.
Throughout history, men of power have been known to wear cosmetics; more recently trends, such as ‘guyliner,’ took center stage for singers and actors who were ‘alternative’ or ‘rock ‘n’ roll.’
Famous makeup brand Charlotte Tilbury’s featured an article on their, featured a historical reference of men using makeup and how today we are beginning to normalize men in the makeup world.
“In 2013 we have men who wear make-up (Mr. Depp), men who sell make-up (Mr. Ford), men who write about make-up in blogs and magazines (Manface and Skincare For Men are great reads),” stated the article.
For years, the only men who wore makeup were actors, singers and drag queens.
Now, men in the social media realm, and in the real world, are wearing makeup and showcasing their comfort and confidence.
Some men have been received backlash from those who have different views.
For example, Gutierrez received one tweet in particular that sent media into a frenzy when a man referenced boys wear makeup when their fathers don’t show them what it means to be a man. Gutierrez responded in a tweet that his father is very supportive of him.
Makeup isn’t gender specific, it is for anyone and everyone who loves the art.
“Makeup is art; your face is a blank canvas. Don’t hide yourself but rather bring out who you are,” continued Marquez.
**Disclaimer** BOYS can wear MAKEUP! too! 💅🏻 !!! 👄🌞✨
— Laoise (@mellonchild) January 30, 2017
It makes my heart so happy seeing makeup companies like Covergirl and Maybelline featuring more genders in their commercials 😻😻
— Sheffield Spence (@Shefficat) January 26, 2017