Maybelline hires first boy beauty vlogger for mascara campaign

Maybelline/YouTube

The INSIDER Summary:

Maybelline's new mascara ads star beauty influencers Manny Gutierrez and Shayla Mitchell.
The inclusion of a male makeup blogger is part of a growing trend.

Maybelline is breaking the mold with its newest online campaign, and the buzz around it has nothing to do with mascara. The ads for "The Colossal Big Shot" mascara star two beauty influencers: Manny Gutierrez and Shayla Mitchell.

The inclusion of Gutierrez as Maybelline's first male beauty star seems continue an important trend in the makeup industry. In October 2016, CoverGirl named it's very first CoverBoy - James Charles. The choice for large, global brands to recognize how different people along the gender spectrum use makeup is significant.

Gutierrez has 5 million followers between his Instagram and YouTube accounts, where he encourages people to think of makeup as "genderLESS." His Instagram profile text states: "I think boys deserve just as much cosmetic recognition."

Gutierrez's YouTube channel "Manny Mua" features makeup tutorials along with other fun vlog "challenges" he completes with the help of other vlog stars.

"Honestly I believe that men can wear makeup, teach makeup, and vlog about it just as much as girls can and I am fighting for that equality with my channel," Gutierrez wrote in his YouTube profile. 

Maybelline certainly took notice of Gutierrez's efforts (along with his millions of followers).

In a statement to Teen Vogue, Gutierrez said he was "thrilled to be able to work with a global brand like Maybelline that is recognizing male influencer talent and is willing to shine a spotlight on it."

Watch the full promo featuring Gutierrez below: