When we think about the beauty industry, we almost immediately think of women. But during the late 20th Century, men started being targeted by cosmetics companies too. Clinique, a subsidiary of Estee Lauder was actually the first women’s cosmetic company to establish a secondary line for men in 1976. Skip ahead to 2007, and now beauty giant Rimmel have opened up the floor by signing their first ever male beauty vlogger…
So who is this boy wonder? Well, 17-year-old Lewys Ball may seem like your typical teenager on social media. But with 54k (and counting) followers on Instagram and a whopping 163,000 subscribers on Youtube, he’s certainly making a name for himself.
Now, Lewys is part of Rimmel’s ‘Edge Your Look’ campaign, marking the first time the company has used a male vlogger in their ads – and we’re all for it. With models like Cara Delevingne, Kate Moss and Georgia-May Jagger on its books, Rimmel know how to sell beauty products like no other and now with Lewys in their ads, the beauty giant is set to attract a whole new audience.
In is spare time away from school, Lewys posts make-up tutorials and more on his Instagram and Youtube pages. His recent videos include Coachella inspired make up, morning skincare routines and our personal favourite: “How to slay in 10 minutes, fast and glam makeup”
On his personal Instagram page, he gushed about how happy he was to be part of the campaign saying: “So happy to announce I have joined the Rimmel family as their ambassador for their new campaign.
“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.”
We salute you Lewis, and know you’ll go far in the beauty world!
What do you think about Rimmel using Lewys in their ads? Let us know your thoughts! @tweetjanes