The makeup industry has finally begun to cater to a wider audience.

Although male makeup use is not a brand new concept, it has been particularly notable this past year, with big brand-name companies promoting male beauty.

Maybelline introduced its first male ambassador, beauty blogger Manny Gutierrez on Jan. 4. He appears alongside fellow Internet star Shayla Mitchell in Maybelline’s Big Shot mascara advertisements.

Gutierrez is part of the movement encouraging males to break gender normalities and experiment with cosmetics.

With more than 2 million YouTube subscribers and 3 million Instagram followers, Gutierrez is no stranger to Internet fame.

L’Oréal was the first beauty brand to feature a male model in a color cosmetics campaign during August 2016.

Covergirl was the next brand to take the plunge. On Oct. 10 they introduced their first male representative, James Charles,  since the company’s founding in 1961, according to the Washington Post.

Charles has received the most attention for male beauty. He has gained recognition for the movement and has paved the way for other brands to include ambassadors such as Gutierrez.

Charles, who is only 17 years old, is also a famous YouTube makeup artist and is featured in CoverGirl’s  makeup tutorial YouTube videos, which advertise a variety of their products.

“It shows that this industry is actually becoming genderless, and we’re really making the push toward equal opportunities for everybody, regardless of race, sexuality, gender,” said Charles in an interview with the New York Times.

He also shared what he hopes the outcome of his position will be.

“I hope that inspires [other people] to really be themselves…and wear makeup and express themselves in a manner they haven’t been comfortable doing before,” Charles said.

Despite the positive message of the movement, there have been hateful responses. In one instance, blogger Matt Walsh took a photo of Gutierrez wearing makeup and captioned it, “Dads, this is why you need to be there to raise your sons.”

Gutierrez shut him down.

“My dad actually works for me and is SO PROUD of me,” he tweeted in reply. Guiterrez followed up the tweet with a screenshot of a text message from his dad, which confirmed his support for his son.

“I know the words you speak are from lack of knowing anybody from the LGBT community,” his dad said in the text. “If you did, you would soon realize they are some of the most real and kind-hearted individuals that walk this planet of ours.”

This comment stemmed from the fact that Gutierrez is gay, and Walsh among others frown upon this and the use of makeup often associated with it because they consider it emasculating.

Gutierrez finished off his series of tweets with one final statement.

“Being a man isn’t about how ‘tough’ or ‘masculine’ you are,” he wrote. “It’s about taking care of the ones you love.”