Beautify Like Beckham: How Famous Men Are Getting in On Glam, Grooming and the Booming Business of Self-Care

E! Online | 10/17/2018 | Staff
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A post shared by Jake-Jamie AKA The Beauty Boy (@jakejamie) on



Jake-Jamie Ward, aka "The Beauty Boy," is a male beauty blogger and the first-ever male spokesmodel for L'Oréal U.K. He's on a "mission to prove that makeup is genderless," he tells E! News exclusively, and he's encouraged to see more men in makeup advertisements.

"For a long time, it wasn't the social norm," he says, "but that is changing. I think many cosmetic houses have begun to see the error in their ways...Why would you exclude a whole sex from feeling part of the fun, confidence and creativity that makeup can bring?"

Ward - Handful - Men - Makeup - Internet

Ward is one of a handful of men in makeup who's risen to Internet fame through his video tutorials. His goal is to "help men and women to...
(Excerpt) Read more at: E! Online
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