Manny Gutierrez, aka Manny MUA, takes the phrase “manning up” to a whole new level.
Recently brought into Maybelline’s make-up campaign, Gutierrez is making big leaps in the industry.
Gutierrez says he is “thrilled to be able to work with a global brand like Maybelline that is recognizing male influencer talent and is willing to shine a spotlight on it.”
In his first campaign video appearance he collaborates with make-up artist Shayla as they get “bossed up”.
Gutierrez tells Shayla that “Mama’s getting extra today” as they toss suitcases full of mascara onto a bed and roll around in it.
Further into the video, after Gutierrez is “bossed up”, a Maybelline sweepstakes winner enters the scene and joins Gutierrez in applying Maybelline products.
His ads address any hesitations one might have toward the role of men in the makeup community by making it clear he belongs.
He asserts himself in a highly gendered domain in a way that de-stigmatizes male involvement in the beauty industry.
At no point within the ad do they address his gender or call into question his role in Maybelline.
Quick to follow Maybelline’s progressive lead, Tarte, Nyx, Stila and Benefit follow suit by introducing their own male influencers. A move that makes sense when you see just how impactful Gutierrez’s campaign stands.
According to Style Mic, this has been a growing trend,
“It’s a topic that gained particular steam in the tail end of 2016 after CoverGirl cast its first-ever male spokesperson, beauty vlogger James Charles.”
Many agree that Gutierrez’s involvement has certainly caused big beauty brands to reevaluate their preconceptions of the male role in beauty.
It’s a wonderful shift in an industry predominantly geared toward women. A statement that asserts the importance of personal appreciation for people of any identity.
Looking forward, we can expect new influencers of all orientations to pop up in the beauty world. It’s clear that the lines of gendered limitations are no longer boundaries for passionate make-up gurus.
Now, as the doors are open to everyone and anyone to leap into their preferred industry, the defining factor for all interested in make-up is how well they can “boss up”.