Instagram Star Manny Gutierrez Becomes Maybelline’s First Male Ambassador

Makeup artist and beauty guru boasts three million followers on the social media site

Maybelline has named Manny Gutierrez as its first-ever male spokesperson.

The Instagram makeup artist stars in the latest “Lash Like a Boss” campaign alongside another Instagram star, Shayla Mitchell, promoting the company’s Volum’ Express the Colossal Big Shot mascara.

Gutierrez boasts more than three million followers on Instagram, and two million subscribers on YouTube, where he posts male makeup tutorials.

“We’re so excited to team up with Manny and Shayla, who are true leading influencers in the social media world, on our first video campaign that features influencers as the stars,” said Anne Marie Nelson-Bogle, senior vice president of marketing for Maybelline, in a statement. “They represented the ‘boss’ beauty attitude in this campaign like no one else could, bringing to life this message on-screen to inspire their millions of fans…to also ‘lash like a boss.'”

“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,” wrote Gutierrez in his announcement of the partnership on Instagram.

Maybelline’s announcement follows in the footsteps of CoverGirl, which named its own first-ever male ambassador, 17-year-old high school senior James Charles, last October.