At this point in 2019, it seems pretty obvious that makeup is for everyone—not just women. Regardless of the packaging and the branding (which is often overly feminine), beauty is gender neutral. Affordable UK makeup brand W7 is proving that point with its newest campaign, Here Come the Boys. It features ten male-identified bloggers and makeup artists rocking their best face beat with their favorite W7 cosmetics. 14-year-old Rueben De Maid leads the campaign and wrote how much it means to him on Instagram.