Rimmel is the latest makeup brand to feature a male for one of their campaigns, a pattern across the cosmetics industry that is proving to be increasingly popular.
The British brand will be featuring the British teenager Lewys Ball in its newest campaign. Ball is currently a YouTube celebrity who has developed a large online following for the self-taught makeup expertise that he shares online. The Rimmel campaign features other models as well, with the most well-known being the brand's ambassador Cara Delevingne.
Ball's inclusion in Rimmel's marketing campaign reveals a rapid shift in the makeup industry – one that accommodates the less mainstream but booming popularity of makeup artists online who are representative of people of varying genders and racial backgrounds.