Move follows similar strategy by competitor CoverGirl, which appointed James Charles as its ambassador in October
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Manny Gutierrez and Shayla Mitchell, who share a combined Instagram following of 5.1 million, will appear in videos for Maybelline's new Volum' Express the Colossal Big Shot mascara.
American Oil & Gas Historical Society
When a young chemist distills paraffin from Pennsylvania oilfields into petroleum jelly - Vaseline - his invention led to mascara and Maybelline Company.
Say hello to Manny Gutierrez.
Even the pros are swearing by it.
The brand signed Erin Parsons as global makeup artist.
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"Only after he died, really, could his story be told," the founder's great-niece said.
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Titled 'I Make Up Like This' and premiering in October, the series is said to be inspired by De Jager’s massively viral 'The Power Of Makeup!' video.