Maybelline Becomes Next Cosmetic Company to Utilize Male Makeup-Wearing Model

The cosmetic giant Maybelline has become the next company to utilize a male makeup-wearing model to help sell its products.

25-year-old Manny Gutierrez, also known as Manny Mua, has three million followers on Instagram, as well as over two million subscribers on YouTube, where he conducts tutorials on “boy beauty.”

“I believe makeup is GenderLESS and has no rules!” he writes in the description section of his YouTube page. “Honestly I believe that men can wear makeup, teach makeup, and vlog about it just as much as girls can and I am fighting for that equality with my channel.”

On Jan. 3, Maybelline rolled out two advertisements for its “Boss Life” campaign featuring Gutierrez and beauty blogger Shayla Mitchell. Together, they promote Maybelline’s Big Shot mascara, in the first video applying it to their lashes to get “bossed up.” At the end of the advertisement, the two find a male in the room who wants a tube of mascara for himself.

The second video shows Gutierrez and Mitchell helping a girl they meet in a cab get “bossed up” with Big Shot.

The first video currently has over 80,000 views, and second has over 27,000.

“Start the new year off like a boss. Secret project revealed! Watch @mannymua733 + @makeupshayla star in the new #bigshotmascara campaign,” Maybelline wrote on social media in promotion of the video.

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It also said of Gutierrez in a post on Saturday, “@mannymua733 was never as confident in his natural lashes as he was on set of the #bigshotmasacara campaign. … 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.” The post has generated over 34,000 likes as of press time.

As previously reported, in October, CoverGirl made a similar move as it introduced male makeup artist James Charles of Bethlehem, N.Y.

“Meet @JCharlesBeauty: makeup artist, boundary breaker, and the newest COVERGIRL!” the company wrote. “Spread the word by regramming using #COVERGIRLJames.”

Reaction to Maybelline’s promotion featuring Gutierrez has been mixed. Some have opined that the development is simply part of the “species progression.”

“This man has over a million followers not to mention his numbers on Instagram, Twitter, etc. He was chosen for his popularity and his talent with makeup,” one commenter wrote. “Also, by the way, men have been wearing makeup as far back as the Egyptians, so really this is nothing new, and you all should get over your Puritan views.”

“That’s right, haters. You’ll never be able to force humanity to act and think the way you personally want them all to act and think. The world does not revolve around you, and our species progression will never stop,” another stated.

But others have stated that promoting men wearing makeup contributes to the erosion of masculinity in society.

“My grandfather’s generation was fighting Hitler; the Millennial men are experimenting with makeup,” one commenter remarked.

“Women are supposed to be women, and men are supposed to be men! Equality doesn’t mean what they think it means,” another exclaimed. “Why on earth do men want to look like women now? Women do not find that attractive! I’m so sickened by all of this.”


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  • Trilemma

    Makeup, the latest thing for the metrosexual. Excessive grooming by males could be a sign of overpopulation as demonstrated by John Calhoun’s mouse experiment.

    • Grace Kim Kwon

      Are men drugged by polluted water on purpose not to make proper families?

  • Gizmo

    Gays are not real men anyway.

    • Grace Kim Kwon

      They are. Rebellious men. The companies(endorsers) are more evil and destructive than gays themselves.

    • Tony

      WHO ARE YOU TO JUDGE!!!! LGBTQAI can be Christians WE all SIN. No Sin is
      greater than another except for Denouncing The lord as God. Does,’t you
      judging a person make you less than a Christian?? That is a Sin as
      well. Ask yourselves are you a real Christian or not.We are all born into Sin and you are Sinning as we speak. Welcome to Judgement day with God.

      • IzTheBiz

        sweetie, you may be confused and a sinner, but you have a choice as to whether or not you engage in sinful behaviour.

  • tatoo

    Vanity, vanity.

  • Croquet_Player

    Perhaps Maybelline could assist our President-elect, who wears orange-tinted make up every day, in finding a shade that matches his natural skin tone better, and teaching him how to apply it evenly.

    • Codfish Ball

      Lesbians giving advice on being physically attractive – now that’s funny.

      A study was done several years ago confirming that more than half are overweight. Like they needed a study to confirm the obvious.

    • Melissa Lea

      Really? You’re an idiot. He doesn’t wear orange makeup.

      • Croquet_Player

        He most certainly wears some kind of orange-tinted coloring on his face. It’s clearly obvious in photographs, because it’s unevenly applied, and his (much-paler) natural skin tone is visible underneath his eyes, and at his jawline. Now, I think everyone should wear make up if they’re going in front of TV cameras or for a photo shoot, because the harsh lighting has a distorting effect, and a person who looks perfectly nice in real life will appear on camera as very washed-out, blotchy, and shiny. So it’s just to counter the distortion effects. (And make up for TV cameras is different than ordinary make up for just going out in public. People who dash out of a TV studio without taking their make up off look very weird in person, although they looked fine on camera.) Some people who suffer from skin disorders like acne or rosacea wear some kind of concealer to even out their skin tone, and have a bit more self-confidence about their appearance. I think if he wants to wear make up all the time in public, that’s up to him. (Call it what you will, “bronzer” “tanning spray”, whatever, it’s all still a form of cosmetic make up.) I simply think he should get a make up artist to help him find a more natural shade, and apply it evenly. Because as it is now, his everyday appearance is bizarre.

    • Grace Kim Kwon

      Everyone puts something on when they have to show in the public to look better. It is foundationally different when men try to look like women. Sick. Boys should be educated to protect girls instead of wearing make-ups and skirts. How are you guys going to protect your homeland?

  • Tangent002

    I’m not a big fan of makeup on women, but hey, whatever floats yer boat.

  • BravesFan

    Feminists complain about “mansplaining” and “manspreading,” but suddenly giving women’s jobs to men is a-ok.

    • Croquet_Player

      Why would modeling make up marketed to men be a “woman’s job”?

    • Grace Kim Kwon

      What feminism wanted all along.

    • Sent Wi

      That’s what I’ve been saying, feminizing men. You would think they would complain the most and squash this mess. How dare Maybelline give a job to a man that could easily go to qualified women.

  • The Skeptical Chymist

    Maybelline is simply trying to expand the market, by trying (I hope unsuccessfully) to convince men that they should wear makeup. It’s all about the dollars, as usual.

    • Tangent002

      Yep! It was the same thing when the industry began marketing makeup heavily to tweens, then children.

  • Grace Kim Kwon

    Is it a new trend to look sick?

  • Effeminate: Know ye not that the unrighteous shall not inherit the kingdom of God? Be not deceived: neither fornicators, nor idolaters, nor adulterers, nor effeminate, nor abusers of themselves with mankind, Nor thieves, nor covetous, nor drunkards, nor revilers, nor extortioners, shall inherit the kingdom of God.

  • Reason2012

    The cosmetic giant Maybelline has become the next company to utilize a male makeup-wearing model to help sell its products.

    Another company that needs to learn the hard way to not try to shove perversion activism upon customers. JCPennies learned the hard way – looks like you’re next, Maybelline.

  • cadcoke5

    The commentators in the article, who defend the use of makeup on men, are trying to confuse two different purposes of makeup on men. A man may wear legitimately, for example as camouflage makeup in war, or on stage, and not have any desire to be feminine.

    The true motive behind these ads, is the desire to promote abandoning ones God-assigned role as a man. This is the morally objectionable thing that these makeup companies are promoting.

  • Patrick

    Why is it so important for us to know about this information? Does God’s word not already tell us that women are not to wear make-up? If women are not to wear make-up then is it not even more clear to straight, Christian, God-fearing men that we too are not to wear make-up? If this article’s purpose is to get Christians to stop buying Maybelline make-up, I believe it should be unnecessary, because the Bible already tells us the same thing. As a straight Christian male, I am happy to say that I have never worn make-up. Nor will I ever. My significant other does not wear make-up either. Make-up is fake. It does not make anyone look better. It only attempts to cover up things that people want to hide.

  • “The woman shall not wear that which pertaineth unto a man, neither shall a man put on a woman’s garment: for all that do so are abomination unto the Lord thy God.” (Deuternomy 22:5)

    This wouldn’t be occurring had the constitutional framers not replaced Biblical responsibilities with Enlightenment rights.

    See Blog Article “America’s Road to Hell: Paved With Rights.” Click on my name, then our website. Go to our Blog and search on title.

    For more on how Yahweh’s unchanging moral law applies and should be implemented today, see free online book “Law and Kingdom: Their Relevance Under the New Covenant.” Go to our Online Books page and scroll down to title.

  • IzTheBiz

    YUK!!! How did people get so confused???? And you can’t blame it all on feminism. That’s a cop out! Real men need to step up to the mark. It’s a bit like Adam blaming Eve!

  • Joshua 1:9

    Does make-up and jewelry not cause a person to say, “Hey, look at me”? Both have always been considered to be to highlight someone’s own appearance, to become attractive so that others will see that.

    • IzTheBiz

      You are making a judgement about women’s motivations. As a professional I use make up for work as part of my presentation. Women face more discrimination as they age than men. Looking a bit younger and presentable actually helps and gives your confidence a boost! That’s not a bad thing! Why not say that wearing pretty clothes is saying ‘Hey look at me’. Well the cults, such as Amish agree with you there. They aim to be as bland and non-descript as possible.