Maybelline and Covergirl have male ambassadors, but L'Oreal's the real trailblazer here.

Cosmetic giants around the world have sat up and taken note of the cultural change taking place, with makeup megastar L’Oreal Paris announcing actress and model Hari Nef as their first transgender spokesperson.

“I’m in a Loreal campaign and that’s wild to me,” 24-year-old Nef announced via a Tweet on Sunday.

hari nef l'oreal paris
Model, actress and writer, Hari Nef. Source: @harinef / Twitter.

The Transparent star's 'Because I'm Worth It' ad - which also included Blake Lively, Lara Stone and Xiao Wen Ju - premiered in the US on Sunday night during the Golden Globes ceremony.

Within moments of the ad for the brand's marquee foundation True Match going live, Nef was inundated with congratulations and compliments.

"This was the literal best to watch. Congrats!!!!" one Twitter user wrote.

"Your voice is gorgeous and important and we're all so proud of you #girlslikeus" another said.

"You should be SO PROUD!!! @Lorealmakeup thank you for showing there is beauty in ALL WOMEN!! #TRANSISBEAUTIFUL," another added.

While some internet trolls were total jerks about the news, Nef refused to let them get her down, replying simply: "Lol whether or not I "look like a dude" I'm still in a L'oreal ad and whoever you'd rather see isn't (though I'm sure she was available)."


Yes, Nef, yessssssssss.

While the collaboration makes history for L'Oreal Paris, it's hardly new ground for Nef, who in 2015 was the first ever transgender model signed to IMG, and the first ever transgender model to appear on the cover of British Elle in 2016.

hari nef l'oreal paris
Hari Nef has made history in her latest L'Oreal campaign.

L'Oreal Paris' announcement comes days after Maybelline announced their plans to diversify their advertising, and revealed male makeup artist Manny Gutierrez as the face of their new Big Shot Mascara campaign.

In 2016, CoverGirl announced their first CoverGuy, male model James Charles. In the same year, Georgio Armani released their gender neutral Him/Her Lipcare balm in a bid to diversify the industry and create space for the millions of men who wear makeup.

Congratulations, Hari!