12.2.17

L'Oreal Makeup Hire ME For Brand New Foundation Launch!

Look out for my little face popping up across Superdrug/Boots stores nationwide from Saturday 18th February. 
I am SO excited to finally be able to announce that I am one of the faces of the BRAND NEW Total Cover Foundation and Concealer Palette from L'Oreal Paris!

My journey…

12 months ago I set out on a mission to prove makeup is and always will be genderless, I dedicated every spare second I had to raising awareness in the hope that one day future generations could grow up freely in a world whereby makeup could be enjoyed by all sexes without question or judgement. 

The makeup market was so predominantly aimed at Women, and I felt this made makeup loving Men feel excluded from the excitement, fun, confidence and creativity that makeup can bring.

My real journey with makeup started at around the age of 19 when I began having terrible acne breakouts, it knocked my confidence so badly that there were days when I didn't even want to leave the house. So one day in the hope I could restore my confidence I thought, sod it I’m going to try makeup!

I clearly remember standing in the makeup aisle at Boots, being surrounded by advertisements featuring only Women and initially this made me feel wrong and ashamed of myself for even entertaining the idea of using cosmetics to boost my own self-esteem. Very quickly I realised that I wasn't alone and that I wanted and needed to make a change to the beauty industry. 

Fast forward 6 years and now my face will be appearing down those very same aisle’s, allowing males of Generation Z to see their sex being represented in an area that was once a boys free zone. 

It really does go to show, that truly anything is possible if you work hard and believe. 




On seeing the changes…

2016 was an incredible year for Men in Makeup. We witnessed some incredibly exciting changes across the industry and as an advocate of #MakeupIsGenderless you can imagine my excitement when I saw that US beauty boys James Charles and Manny MUA had been hired as ambassadors for Covergirl and Maybelline. Never in my wildest dreams did I expect to shortly follow in their footsteps by being handed the opportunity to represent British Men In Makeup!

On the products…

I am so excited to be part of a launch that enables both Women and Men to create a perfect skin-day, everyday! Regardless of age, race, gender, sexual preference etc - we are all humans and we all deserve to feel confident! 

With the other five beautiful influencers - Kaushal, Jamie, Patricia, Louisa and Rady.
A message to L’Oreal…

I want to take this opportunity to say a HUGE thank you to L’Oreal Paris for one, believing in me and secondly for being brave enough to step outside of the social norm and to completely revolutionise the industry by being one of the VERY first cosmetic houses to fully embrace us makeup loving males!  

My advise to first time beauty boys…

If you’re experimenting with makeup for the first time: be brave, lead by example, be you and be happy. Don’t be bound by ancient stereotypes no longer relevant in today’s society.

Makeup gives me the confidence to walk down the street with my head held high. Makeup has changed my life and it could change yours too! 


Want to join the squad?

Use code #BOOTCAMP at the checkout on www.superdrug.com for 15% off The Total Cover Concealer Palette and Foundation.
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1 comment

  1. So happy for you Jake! It's amazing finally seeing big makeup brands such as L'Oreal embrace male makeup lovers! They're doing really well for themselves with presenting diversity lately, I'm chuffed with it!
    Louise | Non-Fiction Beauty x

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