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YouTube star Manny Gutierrez becomes the first man to be the face of a Maybelline campaign

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Manny Gutierrez has become Maybelline’s first ever male ambassador, starring in a campaign for the make-up brand’s new mascara.

The 25-year-old, who has three million followers on Instagram and more than two million on YouTube, features in the advert for the Maybelline’s latest product – Big Shot Mascara by Colossal – alongside fellow beauty vlogger Shayla Mitchell.

Gigi Hadid and Jourdan Dunn are among the famous faces who have previously starred in Maybelline’s campaigns.

Gutierrez is part of a new wave of “beauty boys of Instagram” – male make-up artists who experiment with eye-catching and elaborate looks and post the results on social media.

He already has a Makeup Geek eye shadow palette and an Ofra lip range named after him.

Gutierrez also appears to be challenging Maybelline’s well-known catchphrase: “Maybe she’s born with it, maybe it’s Maybelline”.

This comes after James Charles, a 17-year-old make-up artist from New York, was chosen last year by CoverGirl to be its first-ever male spokesperson.

US make-up brand Anastasia Beverly Hills has also enlisted men to star in its makeup campaigns in the past.

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