TEXT: Alexander Sauve
The signing of a male face to a predominately female brand is big business, and cosmetics giants are jumping at the chance to have men as their latest beauty brand ambassadors. According to WWD, more young men are into cosmetics and are no longer afraid to express themselves, and the industry is going where the men are. With that comes the rise and success of male beauty vloggers. Here are five social media gurus shaking up the beauty business.
When you think of Covergirl, a few famous names may come to mind — Christie Brinkley, Tyra Banks, Taylor Swift, and, more recently, Katy Perry. Until very recently, as is the case with many other cosmetics brands, Covergirl has been predominately marketed to women of all ages.
In October 2016, 17-year-old James Charles was named the first male spokesperson for the cosmetics brand. With approximately 1.5 million Instagram followers and more than 885,000 Youtube subscribers (www.youtube.com/jamescharles), James Charles was the easy breezy choice for Covergirl. The cosmetic brand expressed their excitement: “Role models are boundary breakers, fearlessly expressing themselves, standing up for what they believe, and redefining what it means to be beautiful… and James is no exception”.
Despite nearly 200,000 Youtube subscribers(www.youtube.com/AlexRivera20) and 272,000 followers on Instagram, for 26-year-old Alex Rivera it’s not all about glamour. This edgy and talented artist takes his makeup application to the next level with his special FX Halloween vlogs. His 31 days of Halloween makeup tutorials remain unchallenged due to his skill, technique, and pure imagination.
His vlogs are also chock full of ah-mazing makeup, skin and hair care advice. His natural, No Make-up, Makeup, Tutorial for Men is particularly poignant for guys who want to improve their appearance with a little foundation but want the coverage to look as natural as possible. According to Rivera, for natural looking coverage it’s important to stay away from too much product. Try Baca’s Ultimate Coverage Complexion Crème ($53.00 www.sephora.com)
Makeup artist and brush extraordinaire Wayne Goss takes a more natural approach to makeup application. At 39, his tutorials are beginner friendly and extremely useful for the guy who prefers to keep his age, shall we say, concealed. With nearly 3 million Youtube subscribers (www.youtube.com/gossmakeupartist), 545,000 Instagram followers, a successful brush line (www.beautylish.com), and collaborations with UK based skin guru Paula’s Choice, Goss is at the top of his beauty game.
His tutorials cover everything from the trouble with cream concealers to foundation application and must have products. Many of Goss’ vlogs focus on those pesky creases that foundation and concealer can leave after settling into fine lines due to wear and oil build-up. For Goss, he stays away from cream concealers because “they can make you look 700 hundred years old, which no one wants”.
In his vlog, The Trouble with Concealer: Caking into Lines, Goss explains that due to its texture cream concealer easily settles into fines lines regardless of age. To combat this problem, Goss recommends using a primer to stop the concealer from creasing or caking. It’s also best to find a concealer that is liquid in form. Try Nars Creamy Concealer ($37.00 www.Sephora.com)
Youtube and Instagram sensation Manny Gutierrez, also know as Manny MUA, is a successful makeup and beauty vlogger who believes that “makeup is genderless”. His Youtube channel (www.youtube.com/MannyMua733) has nearly 3,000,000 subscribers, while his Instagram account has a staggering 3.5 million followers.
Similar to James Charles, Manny has scored a contract with a major beauty brand. The media star and beauty influencer will promote Maybelline’s Big Shot Mascara by Colossal. According to an article by the New York Times, “beauty contracts are the brass ring for celebrities — a nod to a rising profile, broadening profiles and wallets.” Manny will be the first male spokesperson for the cosmetics brand.
With his Rainbow Bright blue hair, flawless skin, and utterly gorgeous pout you can’t get much prettier then Gabriel Zamora. His stunning transformations and amazing makeup tutorials will leave you breathless. With 168,000 Youtube subscribers (www.youtube.com/GabrielZamora) and 269, 000 Instagram followers, and partnerships with Ipsy and Mac cosmetics, Zamora’s star power is quickly rising.
His eyebrow and highlight tutorials are particularly useful for the guy who needs a little more brow power. For drool worthy brows, Zamora recommends Benefit ka-BROW ($32.oo www.sehpora.com) in color six. This cream gel brow product works somewhat like a pomade sculpting and filling the brows.
Throughout the fashion, beauty and grooming industries we have seen a sharp increase in personal expression, acceptance and attitude. Wearing makeup is no longer essentially female, whether it be concealing minor skin imperfections, filling in sparse brows, or using a little foundation for a little complexion perfection. Makeup like everything else has become universal. Continue following our beauty coverage on Facebook, Twitter, and Instagram.