Who is Ryan Vita? They’re one of the faces of Maybelline

Ryan Vita (@ryanvita) is a beauty influencer who recently appeared in a Maybelline New York ad tied to Amazon Prime Day.

The influencer, who has 1.2 million followers on TikTok and describes themself as “not like other beauty gurus,” appeared in glam makeup with a sparkly silver barrette in their beard while applying bright pink lipstick.

The ad has sparked some controversy, but many people on social media expressed full support for Vita. “Your killing it I’m so sorry people are being awful on Twitter I’m buying just because of you,” wrote @lavenderlove1354.

“Thank you sweetheart,” Vita replied, adding a lipstick kiss emoji.

Who is Ryan Vita?

Vita, according to their LinkedIn profile, grew up in Massachusetts and now lives in Tampa, Fla. They got their start as a content creator in 2020.

The majority of Vita’s content on their TikTok channel centers around beauty tutorials, makeup product reviews and the occasional outfit of the day (OOTD).

They’re also known for their signature long nails, bald head and full, dark beard that’s often embellished with sparkly or bright accessories.

“Them nails pls i love them,” @theyhate._egypt commented on one of Vita’s TikToks.

Vita is also no stranger to partnering with beauty brands. For instance, they appeared in a holiday ad for CoverGirl with Ulta Beauty back in 2022.

Maybelline Brand ambassador

Despite the recent controversy surrounding Vita’s lipstick ad with Maybelline, they have actually been a brand ambassador for the company since 2021.

They have other ads with Maybelline, including one featuring them wearing a tiara and advertising prom night makeup.

Another ad shows Vita applying Maybelline’s Instant Age Rewind concealer and reciting a poem gushing over the makeup’s attributes.

“What a beautiful poem!!” @maybelline replied in the comments.

And as Forbes reports, the company has made a point to be inclusive in its model representation, hiring transgender and LGBTQ individuals in the past to advertise its products. For instance, Maybelline has worked with drag star Trixie Mattel, trans makeup artist Nikkie de Jager and trans influencer Dylan Mulvaney.

Maybelline is no stranger to being in the headlines, however. The company recently went viral for a unique marketing campaign that involved a giant tube of mascara and lashes on a public train in London.

Alongside a host of backlash aimed at big companies for who they use in their ads, it appears Maybelline is not bothered by any negativity surrounding Vita rocking makeup by the brand.

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