This year, the cosmetics industry grew by leaps and bounds as several top makeup brands have decided to switch gears with regards to their beauty campaigns. Instead of hiring celebrities to be the face of their campaigns, some brands opted to hire male and transgender ambassadors to be more inclusive.
It all started last October when CoverGirl selected its first male ambassador, James Charles, to appear in campaigns for the brand’s latest mascara called So Lashy. The Instagram star proved to be worthy of being the first ever “CoverBoy” as his makeup skills have resulted to over 400,000 followers on the photo sharing site.
In a similar move, Maybelline made headlines when the company announced earlier this month that it will be featuring Manny Gutierrez, better known as mannymua733 on YouTube, as their new beauty ambassador. As previously reported by Jobs & Hire, the 25-year-old will be part of the brand’s campaign for Big Shot Mascara.
Gutierrez took to Twitter on Jan. 5 and said that he couldn’t believe that he was asked to take part in the Maybelline campaign.
“Honestly it’s such an honor,” said the social media star.
Meanwhile, during the 2017 Golden Globes telecast, L’Oreal premiered its ad campaign for True Match Foundation featuring several celebrities and models, including a man and a transgender model. According to Mic, Hari Nef is the first transgender model to represent a major beauty company. The ad also featured Darnell Bernard, which strengthens the idea that makeup isn’t just for one gender.
Perhaps the most recognizable transgender celebrity to front a beauty campaign in recent times is Caitlyn Jenner. According to Billboard, the former Olympian partnered with MAC for her first makeup collection called MAC x Caitlyn Jenner. The 15-piece collection, which was released on Jan. 5, includes three lipsticks, three lipglosses, two lip pencils, three eyeshadows, one eyeliner, individual lashes, a powder blush duo, and a bronzer.
Clearly, the makeup world has just gotten bigger with the inclusion of male and transgender beauty ambassadors in massive ad campaigns. This proves that when it comes to beauty, there are no boundaries, and it’s a reminder that everyone should be welcomed in the world of cosmetics.