Rimmel London Appoints YouTuber Lewys Ball as Its First Male Spokesperson

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Cosmetics company Rimmel London has chosen 17 year-old YouTube star Lewys Ball to be their first male spokesperson for their 2017 ad campaign, Mic reports.

Ball announced the move on Instagram and posted a commercial in which he appears:

Get ready to Live the London Look. Super proud to announce I’ve joined @rimmellondonuk as one of the faces of their 2017 campaign. Make sure to follow them and share your #LL here. #rimmel #livethelondonlook #edgeyourlook #ad

A post shared by lew (@lookingforlewys) on Jan 18, 2017 at 10:37am PST

So happy to announce I have joined the Rimmel family as their ambassador for their new campaign. Get ready to Live the London Look.. Unpredictable, authentic, dramatic – the London Look is whatever you want it to be no matter where you are in the world. Makeup is for everybody to wear, it doesn't matter who you are. Share your LL here #livethelondonlook #edgeyourlook #ad

A post shared by lew (@lookingforlewys) on Jan 27, 2017 at 9:54am PST

Mic writes:

Ball’s campaign comes on the heels of 18-year-old Georgie Aldous, who earlier this month launched a Change.org petition calling for more makeup companies in England to include men in their advertisements.

“As a man that wears makeup, when I enter a store to see just women plastered everywhere and no men in sight, it does hurt me,” Aldous said in a previous interview. “It makes you feel like you shouldn’t be wearing it because you don’t see men wearing it on the stands and adverts. It makes you feel alienated and not accepted by the brands that are featuring women only.”

But Ball is not the first cosmetics spokeguy to make it big. Previously, CoverGirl recruited James Charles, another teen YouTube star, and L’Oréal included beauty blogger Gary Thompson (a.k.a. “The Plastic Boy”) in an ad campaign.