By: Damaris Lizama
The beauty industry has always been dominated by women. But now men are slowly becoming a part of it. Social norms have been ingrained into society saying men can’t do certain things, like wearing makeup or acting feminine. It has been that way since we can all remember. But with this generation of millennials and Gen Z, everything is slowly changing.
CoverGirl was one of the first makeup brands to have a male as their brand ambassador. James Charles who was the first CoverBoy at just 17-years-old paved the way for many other smaller, upcoming influencers. This endorsement gave other young men the confidence they needed to be able to post their makeup looks on social media and show off their talent. When big makeup brands like Makeup Geek, CoverGirl and MAC have men in their campaigns it has a positive impact on men and people from the LGBTQ+ community because they are acknowledging people like them and letting others know that they too can express themselves.
Manny Gutierrez better known as MannyMUA did his first collaboration with Makeup Geek releasing an eyeshadow palette. He then worked with Ofra, Jeffree Star Cosmetics, and became the very first male brand ambassador for Maybelline, promoting their Colossal Big Shot Mascara. MannyMUA became the one of the biggest male Latinx influencers in the beauty community, launching his own makeup line Lunar Beauty in May of 2018, and influencing future male beauty starts.
With the introduction of social media, the beauty industry has become of the most competitive fields yet. Thousands of makeup artist are being featured on makeup pages showing off their talent. Being a male in a female dominated industry is challenging. But thanks to male beauty gurus, many young boys and men can be able to express their creativity through makeup.
When MAC first announced that they were going to collaborate with Patrick Starrr, the Filipino-American makeup artist, it was a touching moment because Patrick Starrr started his makeup journey using MAC products and even worked at MAC as well. Being able to have your own collaboration with a huge makeup company makes consumers appreciate the company because they are showcasing people who don’t have the standard beauty industry look.
When Jeffree Star started his makeup line, Jeffree Star Cosmetics he had no idea that he would be selling more than $1 million worth of products. Jeffree Star started out in MySpace with a music career and eventually used his fame to start his own company in November of 2014. As someone who grew up with constant criticism, Jeffree Star likes to showcase men and women of color in his campaign shoots as well as collaborating with men like MannyMUA and just recently with YouTuber Shane Dawson.
Makeup companies are having a huge impact on people when they post men on their social media platforms. Even if their posts can get negative comments, it is usually filled with more positive ones. Being able to see someone who is different from normal beauty standards on a huge platform gives other young men and people from the LGBTQ+ community the courage to post their own makeup looks and change the world of the beauty community.
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