Joining the gender-bending bandwagon, Maybelline has now welcomed its first male makeup ambassador for American brands.
The male model, 25-year-old Manny Gutierrez, wears makeup and dresses in feminine attire, though he wouldn't be classified as transgender. On his Instagram, Gutierrez said he felt honored and thrilled to get the position.
"Honestly I couldn’t be more honored [or] thrilled!," Gutierrez said. "Thank you to Maybelline for taking a chance on me!"
Gutierrez rose to stardom previously on social media and on YouTube as "MannyMua," and will be starring in Maybelline’s "That Boss Life" campaign promoting Big Shot Mascara.
"I believe makeup is GenderLESS and has no rules," he has said. "Boys deserve just as much cosmetic recognition."
Maybelline now joins CoverGirl in the race of gender-bending, who previously named James Charles its first CoverBoy.