L’Oréal Appoints ‘Beauty Boy’ Jake-Jamie Ward to Launch New Makeup Products

L’Oréal Appoints ‘Beauty Boy’ Jake-Jamie Ward to Launch New Makeup Products

Be first to like this.
Translate this Story and earn Hornet Points!

This post is also available in: Français

Something is changing in the ultra-gendered makeup world. For several months now, major brands in the U.S. have adopted the codes of a more genderfluid generation, open to diversity and no longer hesitating to put forward African-American and transgender models.

Earlier this year, Rimmel London chose 17-year-old YouTube star Lewys Ball as the first male beauty ambassador for its advertising campaign.

Also in the UK, L’Oréal just appointed famous YouTuber Jake-Jamie Ward, who also counts no less than 16,000 followers on Instagram, for its advertising campaign, alongside five female models.

Jake-Jamie runs a blog titled “The Beauty Boy,” on which he campaigns that #MakeupIsGenderless. It is probably for this reason, and for its viral celebrity, that he was chosen by L’Oréal, explains the site .Mic, for two new products: a foundation and a concealer palette.

Jake-Jamie confirmed it in an interview: “L’Oréal approached me after being impressed with my efforts to prove #MakeupIsGenderless. We went for coffee, hit it off straight away and the rest was history!”

The L’Oréal video:

For their part, the models are also more often out, and we recently talked about the coming-out as intersex of Hanne Gaby Odiele, a Belgian model.

Related Stories

These Hornet Users Had Our Favorite Posts of the Past Week
Kabuki Theater's Queer Legacy Runs Contrary to Japan's Lack of LGBTQ Acceptance
Some Straight White People Are Having a Literal Meltdown Over This Katherine Ryan Joke
These Hornet Users Had Our Favorite Posts of the Past Week
Quantcast