Presently this is precisely how we ought to ring in 2017. Prior toward the beginning of today Maybelline declared its new promotion crusade for its Big Shot Mascara by Colossal, you know, the one in the brilliant tube, alongside two gigantic firsts for the brand. Not just has it collaborated with excellence influencers Interestingly, this likewise denotes Maybelline’s first-since forever organization with a man as the star of a crusade. What’s more, if you’re a fan of Instagram magnificence, we know you’ll remember him: Manny Gutierrez or you may know him best from his social media handles, @MannyMUA733. Our current mood is the praise hands emoji.

Following quite a while of restricting cosmetics promotions to ladies, excellence brands are at last getting the insight that cosmetics isn’t only for young ladies; it’s for folks as well. Back in October CoverGirl named James Charles its first CoverGuy, and brands like Milk Makeup and Anastasia Beverly Hills have been highlighting men in promoting effort and via web-based networking media for a more widespread and comprehensive way to deal with magnificence. Indeed, even Giorgio Armani propelled an unbiased lip demulcent called Him/Her Lipcare this past fall.

Manny, a beauty vlogger and social media influencer with almost 3 million followers, remains by his central goal to give cosmetics exhortation and motivation to men and ladies. In an announcement, he said he was “excited to have the capacity to work with a worldwide brand like Maybelline that is perceiving male influencer ability and will sparkle a focus on it.” His incorporation in an across the nation advertisement particularly hits home after the Internet backfire that went during this time over ASOS’ choker accessories for men. (As essayist David Yi over at Allure put it, the backfire “advances the perilous feeling that men should cling to hypermasculine culture.”) As we keep on celebrating magnificence as a path for ladies to convey what needs be, it’s similarly essential that men have a similar right—whether that is getting the significant serenity of having the capacity to touch a zit with concealer or the flexibility to wear a full face and falsies.

For this particular campaign, Manny’s empowering everybody, regardless of their sex, to “lash like a manager.” While the content talk may fall off a little cheddar for a few, the basic message isn’t lost. Man or lady, cosmetics is for you. Look at him in one of Maybelline’s recordings, which likewise stars magnificence influencer Shayla Mitchell (@MakeupShayla), underneath.

There’s still far to go in the excellence business, yet we anticipate the day when a man wearing cosmetics doesn’t require a story expounded on it. Moves like this are a mostly we’ll arrive. Credit, Manny, and Maybelline!