Makeup line Maybelline has hired its first-ever male model to help promote product: Manny Gutierrez. This follows the announcement in October that Covergirl had hired its first male model, James Charles.

Known as Manny Mua to his YouTube and Instagram fans, the new male model spokesman is part of a just-released campaign to promote Colossal Big Shot mascara. He has 3 million Instagram followers and 2 million on YouTube.

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The campaign launched with a video that shows Gutierrez opening a shining briefcase — followed by shots of him and fellow Instagram star Shayla (a woman) applying mascara.

“[Mua and Shayla] represented the ‘boss’ beauty attitude in this mascara campaign like no one else could, bringing to life this message onscreen to inspire their millions of fans, as they do on a daily basis, to also ‘lash like a boss,'” Anne-Marie Nelson Bogle, senior vice president of marketing at Maybelline New York, said, according to Bustle.

Mua wrote on Instagram about the announcement for him to join the Maybelline team: “2017 you are off to an AMAZING START OMG! So excited to finally announce that I am part of the Maybelline BigShotMasacara 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.“

“I think boys deserve just as much cosmetic recognition.”

The phenomenon of young men — Gutierrez is 25 — wearing makeup has gotten a lot of attention in the last year, as the Maybelline and Covergirl decisions show. In May 2016, Marie Claire magazine did a story on makeup-adorning young men who had become social media sensations. They deemed them “beauty boys.”

“I’m a boy in makeup. I’m not trans. I’m not a drag queen,” Alan Macias, an 18-year-old male Instagram star with more than 2 million followers, said in the piece. Wrote Gutierrez in his Instagram description, “I think boys deserve just as much cosmetic recognition.”