It’s a big week for Gigi Gorgeous, the transgender YouTube icon whose documentary, This Is Everything, dropped on subscription service YouTube Red yesterday to critical acclaim. Now, Gigi, whose last name is Lazzaratto, has been named ambassador to storied mass makeup brand Revlon.
Lazzaratto will be joined by a trio of others tapped to harness their social followings to help promote the brand, including fellow YouTube beauty guru Kandee Johnson, the actress Sabrina Carpenter, who counts 11 million Instagram followers, and celebrity hair and makeup artist Etienne Ortega. None of the ambassadors, however, are exclusive to Revlon.
“It’s always been a staple at the drugstore, and when I started buying makeup, I always went to Revlon because I knew they had my back when it came to beauty,” Lazzaratto told WWD. Growing up, she said, “I didn’t have a huge collection of my own — I would literally steal makeup from my mother.”
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“We see a big opportunity to be part of the conversations that are happening naturally and organically in the social sphere,” noted Revlon’s VP of marketing, Tracy Rohrbaugh.
Lazzaratto and Johnson aren’t the only YouTube stars to serve as spokesmodels for some of the world’s biggest beauty brands. Last week, the YouTuber Ingrid Nilsen was named the face of Bare Minerals in a massive year long deal that is set to comprise appearances in point-of-sale materials, tutorials, in-store activations, and print ads. And, in a first, several male beauty creators have been tapped to front top makeup lines in recent months, including James Charles, who was named the first-ever male Cover Girl in October, and Manny Gutierrez, who became the first male beauty vlogger to star in a Maybelline campaign last month.