Facial care and makeup aren't just for women anymore. Since early 2017, the surge of male beauty influencers has proven that beauty is for everyone. Here, we spotlight three standout creators: James Charles, Winslegue, and Jeffree Star.
These influencers, with their diverse backgrounds, share a passion for beauty. In an era dominated by YouTube tutorials and Instagram routines, they've claimed their space, embracing legitimacy and joy in a traditionally female-dominated world.
At just 17, James Charles Dickinson is a rising makeup artist with a bright future.
In one year, he amassed 1.2 million Instagram followers at @jamescharles (formerly @Jcharlesbeauty) and over 500,000 YouTube subscribers.
In October 2016, he made history as CoverGirl's first male ambassador, promoting the “So Lashy” mascara. He shared his excitement on Instagram: “I am so excited and overwhelmed and happy and amazed and of course, SHOCKED, to announce that I am the new face by @covergirl. First male ambassador for the brand and I am so honored and excited to work with such an iconic brand (…) I really hope this demonstrates that anyone can wear makeup and can do anything if you work hard.”
CoverGirl explained: "All our CoverGirls models are limit breakers, who are not afraid to express themselves, to stand up for what they believe in, and to redefine the concept of beauty." This choice signals a broader vision of beauty for all.
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Self-taught through countless tutorials, James posts everything from freckle looks to Drag Queen glam and stunning Halloween makeup rivaling pros.
His family initially questioned his choices: “My parents started questioning me about whether I was transgender, whether or not I was trying to be female. It was a great topic of discussion (…) It took a lot of in-depth conversations to explain to them that it is simply an art form for me. I'm still confident as a boy and I'll always be a boy. I can be confident with bare skin and with a made-up face,” he told Marie Claire US in May 2016.
Ellen DeGeneres invited him on The Ellen DeGeneres Show in December 2016, cementing his rise.
James paved the way for Manny Gutierrez (Manny Mua) with Maybelline and transgender model Hari Nef for L'Oréal Paris. Boys power!
At 35, Wesley runs France's premier men's beauty YouTube channel, "Les tutos de Winslegue," boasting over 45,000 subscribers in just two years—impressive for a male-focused niche.
He shares expert tips on beard trimming, maintenance, growth, skincare, dark circle reduction, plus fashion picks, workouts, and even relationship advice like "how to make love to a woman well."
Jeffrey Steininger, aka Jeffree Star, fell for makeup at 13, copying ad models from his mom's Cosmopolitan and borrowing her shadows.
With a decade of experience, flashy pink hair, and acrylic nails, he now leads masterclasses and runs his vegan, cruelty-free Jeffree Star Cosmetics brand.
His goal? The market's lightest matte lipstick.
His YouTube channel dominates with 3,455,717 subscribers and 311,678,499 views—explaining his pink Barbie luxury car.
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