By Macaela Mackenzie. Photos: Courtesy of Instagram.
Late 2016, we saw the rise of the beauty boy — male makeup artists, beauty influencers, and bloggers shaking up the industry with flawless contouring skills and bold lashes. CoverGirl even named its first male ambassador, James Charles, opening the gates for other massive brands including M.A.C. and Maybelline to follow suit. Now Glamglow is getting in on the the inclusive trend with the new face of the brand: Nick Bateman.
Bateman and his chiseled jaw (and frequently exposed abs) carry some serious social clout; The actor, influencer and model has more than 6.3 million Instagram followers that make him a natural choice to lead a brand campaign. He's also the very first face of Glamglow, the cult skin-care brand behind Volcasmic Matte Glow Moisturizer and Supermud Clearing Treatment mask — which, like CoverGirl or M.A.C., is predominantly female-driven.
The interesting part is, Bateman isn't a beauty influencer. While he's worked with major brands like Calvin Klein and Guess, he doesn’t wear makeup and doesn’t wax poetic about his skincare routine. In fact, his grooming regime is totally low maintenance.
“I try to keep as natural and low maintenance as possible by just trimming my beard, etc., and take next to no time getting ready,” Bateman said in an interview with WWD. "I use very little product. I do use a daily moisturizer (Glamglow's Volcasmic) and a dry shampoo for some volume in my hair. I also use Old Spice deodorant."
So why make him the face of a major beauty brand? "He’s not in the beauty space or well-known in beauty, but he has extreme talents when it comes to martial arts and acting. And he's classy," Glamglow cofounder Glenn Dellimore told WWD. (Am I the only one who just read that as "he's hot?") Rather than capitalizing on Beautyblender skills, this move is more about drumming up social buzz for the brand. If the unexpected male influencer also happens to shake some of the stereotypes of hyper-masculinity, we’re so here for it. Guys need skin-care, too.
This story originally appeared on Allure.
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