The fashion and beauty industry has been under fire for its lack of diversity and transformation on all fronts.
The year 2016 also saw a lot of scrutiny charged at the industry, with many challenging its standards and rules.
Mainstream makeup brands have since realised that make up is not only for white women and have thus drawn up a few small changes.
Maybelline is one of those brands to shift things around by appointing a male beauty vlogger as their spokesman for their new Big Shot Mascara campaign.
They follow right on the footsteps of CoverGirl, who appointed a 17-year-old makeup artist, James Charles as their new face in October last year.
Manny Gutierrez and Maybelline announced the news on their respective Instagram accounts.
"@mannymua733 was never as confident in his natural lashes as he was on set of the #bigshotmasacara campaign. If you watch his YouTube videos, you know that. He was SHOOK once he tried the mascara, amazed by his lashes and as a result - so confident on set. He really did boss up."
"2017 you are off to an AMAZING START OMG! 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! I look forward to working together so much more #Maybellinepartner #IworkedwithMaybellineOMG #pinchme #notthathardthough"
Makeup doesn't damage anyone's masculinity and men wear make up every day, so why exclude them?