Maybelline uses man to promote makeup line

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Maybelline is facing boycott calls over the cosmetics brand’s social media partnership with a makeup artist who is a biological male.

In the advertisement, which was posted to Maybelline’s Instagram account on July 12 to coincide with Amazon Prime Day, influencer Ryan Vita was shown sporting a full face of makeup as he promote the world’s largest cosmetics brand’s products.

Vita, whose Instagram profile indicates that he goes by the pronouns “she/he/they,” started off the video by saying: “It’s Prime Day on Amazon, so why not see if Maybelline has any deals going on.”

The influencer then applied vibrant pink shades of Maybelline’s “Super Stay” liquid lipstick. “Baby, check out this color and shine,” he said after applying the product. “It’s so comfortable and it will not budge or smudge for 16 hours.”


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Chuck comes from a lineage of journalism. He has written for some of the webs most popular news sites. He enjoys spending time outdoors, bull riding, and collecting old vinyl records. Roll Tide!