Fashion

Maybe he’s born with it: The rise of inclusion within beauty industry

Fashion

Maybe he’s born with it: The rise of inclusion within beauty industry

7 months ago
By Lavinia Petrucci

If you believe makeup is just for women, I am sorry to tell you that some guys wear more expensive foundations than you do. The lack of representation of men in beauty ads and campaigns has been changed by renowned brands such as Covergirl and Maybelline New York.

Back in October, James Charles was the first to be announced as the new face of Covergirl at only 17, after becoming viral for his senior yearbook photo with his “highlight poppin”. Then at the beginning of this year, Manny Gutierrez became the first male ambassador for Maybelline. Manny, also known online as MannyMUA733, has more than two million subscribers on YouTube and deals openly about how he identifies as a cis man.

The backlash after these new campaigns was mostly from men who have no intention of wearing makeup and who are not going to buy their products anyway. Christian outlets such as Charisma News spread the news with the headline “Perversion Watch: CoverGirl Marketing Makeup to Teenage Boys”, telling us to pray against the tsunami of perversion rising for the sake of our generation. With everything happening in this world, bringing visibility and normalising different gender identities could only be seen as a good thing.

What men and also trans women such as Nikita Drugun, who showed her entire transformation journey on her YouTube channel, do for the beauty industry should be recognised and used as evidence that in 2017 you can actually be who you want to be and having big companies backing you up in this sense, even if for them is just a publicity stunt, let’s say it’s a win win.