Maybelline has hired its first ever male brand ambassador, as makeup artist Manny Gutierrez — better known to the internet as Manny MUA — announced on January 4 that he's joined a campaign alongside beauty blogger Shayla Mitchell (also known as Makeupshayla).

Manny MUA, who has over 2 million YouTube subscribers and 3 million Instagram followers, is known for his makeup tutorials and product reviews. He's also collaborated on videos with fellow makeup bloggers, including YouTube star and cosmetics mogul Jeffree Star. Manny shared his first ad for Maybelline, titled "That Boss Life With Manny and Shayla," which promotes their Volum' Express Colossal Big Shot Mascara.

In October 2016, CoverGirl made headlines for hiring its first ever CoverBoy, teenage Instagram makeup star James Charles. The moves by CoverGirl and Maybelline mark an effort to catch up with the massive popularity of male makeup bloggers including Manny MUA, James Charles and Star, who wear makeup themselves and whose tutorials attract millions of video views from both men and women.

Watch Manny MUA and Makeupshayla's second "That Boss Life" video below.

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