beauty

Ladies and gentlemen, meet the new face of Maybelline.

After decades of using famous female faces to promote its products, iconic makeup label Maybelline has announced that for the first time in its history, its brand ambassador will be none other than male makeup artist and social media celebrity, Manny Gutierrez.

And let’s be clear here: this is a very, very big, history-in-the-makeup-industry-making, deal.

Maybelline's newest model, makeup artist Manny Gutierrez. Source: Instagram.

The iconic makeup label shared the news earlier this week, announcing that alongside beauty blogger Shayla Mitchell, Gutierrez would be the face of its latest campaign for the Colossal Big Shot mascara, and in turn, its first-ever male model.

"2017 you are off to an AMAZING START OMG!" Gutierrez captioned an Instagram video following the announcement. "So excited to finally announce that I am part of the @maybelline #bigshotmascara campaign! Honestly I couldn't be more honored thrilled! Thank you to Maybelline for taking a chance on me!" he wrote to his three million followers.

In a statement released by Maybelline, the makeup tutor also said he was “thrilled to be able to work with a global brand like Maybelline that is recognising male influencer talent and is willing to shine a spotlight on it.”

The move by the New York-based cosmetics giant comes months after CoverGirl announced James Charles as its first CoverGuy, and 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 worldwide who wear makeup.

Congratulations, Manny!