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Beauty

L’Oreal has a male makeup artist fronting its new range

Meka Beresford February 12, 2017

L’Oreal has appointed a male makeup artist to front a new rand that it is releasing.

Jake-Jamie, otherwise known as The Beauty Boy, is one of the first male models to be used by L’Oreal as part of a campaign.

The makeup guru has been on a journey since the age of 19 experimenting with different products after he suffered with acne.

He was noticed for his work after launching his #MakeupIsGenderless campaign, which aims to break down judgement and gender boundaries surrounding beauty.

“My real journey with makeup started at around the age of 19 when I began having terrible acne breakouts, it knocked my confidence so badly that there were days when I didn’t even want to leave the house,” he said.

“So one day in the hope I could restore my confidence I thought ‘sod it’ I’m going to try makeup!”

At first, Jake-Jamie said he felt “ashamed” and dabbling in makeup, but this spurred him on to make changes in the beauty industry.

He said: “I clearly remember standing in the makeup aisle at Boots, being surrounded by advertisements featuring only women and initially this made me feel wrong and ashamed of myself for even entertaining the idea of using cosmetics to boost my own self-esteem.

“Very quickly I realised that I wasn’t alone and that I wanted and needed to make a change to the industry.”

Six years on Jake-Jamie is ecstatic that his face will be in the very same aisles, and hopes that the next generation of boys wont feel that same shame.

“I can’t quite believe it myself! It really does go to show, that truly anything is possible if you work hard and believe,” he added.

The 25-year-old has just one piece of advice for those wishing to follow in similar footsteps.

“If you’re experimenting with makeup for the first time: be brave, lead by example, be you and be happy. Don’t be bound by ancient stereotypes no longer relevant in today’s society.”

L’Oreal appear to be following in a number of makeup brands steps of hiring male ambassadors, including Maybelline who recently hired a gay YouTube star recently as their first male model.

More: gender, gender boundaries, L'Oreal, LGBT, makeup

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