Maybelline Names First Male Brand Ambassador

It appears that the makeup industry is catching onto the wave of the “beauty boy” as Maybelline has named 25-year-old Manny Gutierrez as it first male brand ambassador, just a few months after James Charles became the first male brand ambassador for CoverGirl in October.

Manny Gutierrez, known in the social media word as MannyMUA (@mannymua733), is a native of Southern California and comes as one of the most influential beauty boys with 3 million Instagram followers, over 2.1 million YouTube subscribers, and his own eye shadow pallet with Makeup Geek. Although quite successful now, he quickly learned to hide his interest in beauty as a young boy after getting caught playing in lipstick by his mother.

“I wanted to play with eyeliner and makeup while other

boys were playing with G.I Joes…So it was kind of tough on

me because I didn’t really understand why I wanted to play

with the ‘girl’ things rather than the ‘boy’ things.”

-       Manny in Interview with Marie Claire

Gutierrez, who publicly came out on his YouTube channel in August 2016, was raised in a Mormon household in San Diego that held a strict opposing outlook on homosexuality. To protect himself and isolate his interest, Manny took an alternative approach to his family’s disapproval by blocking them all from his Instagram when he began documenting makeup videos, and after being outed by his parents, he also stopped going to church.

“I wanted to make them happy. I got straight A’s in school. I was the

perfect child except for this one aspect of myself. It was very,

very difficult at first, but we got through it and here I am,

lashes and all.”

-       Manny in Interview with Marie Claire

Beauty boys are defined as male-identifying makeup artists who post bold, colorful, and elaborate looks to social media. They aren’t interested in establishing female personas, but are indeed invested into the creative freedom makeup can provide as they expand gender limits beyond its usual rigid box.

“I believe make-up is genderless and has no rules.”

-       Manny on YouTube Channel


***Manny’s first big campaign with the Maybelline brand promotes their new Big Shot Mascara. Check it out here:


                                                                       Manny with his adorable dog Zaya.  

                                                                      Manny with his adorable dog Zaya.