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With his YouTube videos, Manny Mua (real name Manny Gutierrez) has showed his viewers that men can be makeup experts, too. Now, he has taken that message to another level. He and Shayla Mitchell are co-stars in a Maybelline initiative, making him the first man to be featured in one of the makeup brand’s campaigns.

The campaign, titled That Boss Life, promotes Maybelline’s Big Shot mascara. In two videos, Manny and Shayla take a trip to New York City and get “bossed up” by applying the product they are promoting.

With more than 2.1 million subscribers on his channel, Gutierrez (who is represented by Metro PR and APA) is one of the most prominent men within YouTube’s makeup scene. Mitchell, a digital influencer in her own right, has more than 350,000 subscribers on her YouTube channel.

“I’m so honored to be a new Maybelline spokesmodel!” Gutierrez told Tubefilter. “Never in my wildest dreams did I think this would happen, and it still feels so surreal! This is for all the little boys and little girls out there who think their dreams are unattainable…believe me, they aren’t — they’re in your grasp! You just got to work hard and make it happen!”

Guiterrez is not the only male beauty star to link up with a major makeup brand. Last October, Covergirl made history when it enlisted social media star James Charles as a “spokesmodel.”

As for Maybelline, the renowned brand often turns to the world of digital influencers to promote its products. One of its most prominent YouTube integrations came when it sponsored the web series Vanity, created by Streamy Award winner Bernie Su.

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