Big beauty brands are finally recognizing the boys in the business.
With the recent announcement of CoverGirl’s first CoverBoy, it seems like major brands have finally come to accept these players in the beauty space. But it hasn’t been easy.
To promote its golden-tubed Big Shot Mascara by Colossal, Maybelline is engaging in two firsts—working with beauty influencers, and using a man as the face of its campaign.
By the time he turned 17, Starrr — whose real name is Patrick Simondac — was already an entrepreneur, doing hair, makeup and photography for weddings. He eventually got a job at M.A.C as an on-call artist, and started his own YouTube channel while on a month’s break post the holiday season in 2013.
Here’s a day in his life, from his recent trip to New York City for the New York Fashion Week in February 2017, where he was the official backstage correspondent for Time Inc. magazines including People, Instant and InStyle.
Yi is part of a growing movement of men’s beauty influencers who, along with brands seeking to tap an emerging market of male consumers, are aiming to normalize men experimenting in beauty practices oft relegated to women. Today, discussions about grooming and skincare that were formerly carried on in anonymous chat rooms — or never talked about at all — are not just readily accessible, but they’re also embraced on blogs, YouTube channels and even major marketing campaigns.
These beauty bloggers have nailed the perfect cat eye and the art of contouring. They help millions of followers navigate the rocky shoals of choosing the best mascara and the longest-lasting foundation. Some now earn six-figure incomes from their adoring audiences, thanks to partnerships with major brands eager to profit from their street cred.
They’re also guys.