Just a few months after CoverGirl announced their first CoverBoy, James Charles, Maybelline announced Manny Gutierrez as their first male spokesmodel in the company’s history. Gutierrez will star alongside Shayla Mitchell for their first campaign, promoting the new “Big Shot Mascara.”

“[Mua and Shayla] represented the ‘boss’ beauty attitude in this mascara campaign like no one else could, bringing to life this message on screen to inspire their millions of fans, as they do on a daily basis, to also ‘lash like a boss,’” senior vice president of Maybelline Anne-Marie Nelson Bogle said to Bustle.

Gutierrez, known as Manny MUA on social media, is the new face of the cosmetic line. Gutierrez is an influencer who creates beauty videos on YouTube. Manny began his beauty career only two years ago and has already racked up over two million subscribers on his channel and three million followers on Instagram.

His initial success came from his decision to quit medical school to pursue his beauty career. He went on to work at Mac and Sephora counters, gradually building up his social media following through his unique and funny YouTube videos.

Although Gutierrez is not the first male makeup artist chosen to be a spokesmodel for a major brand, he is still making a difference for young boys and girls wanting to pursue makeup. Having another major brand choose a male to be a spokesmodel for them shows that makeup is not just for women, or that it is a “one-size fits all.” Makeup brands are continuing to take down the norms that society has built up for both genders, inspiring young fans all over the country—including high school students.

“I think [seeing boys in campaigns wearing makeup is] helpful for people who are still changing and understanding who they are,” junior Joseph Karolewicz said.