Rimmel London has just taken a massive step at promoting gender inclusivity by hiring it's first ever male brand ambassador, YouTuber Lewys Ball.

He'll be following in the footsteps of Cara Delevingne andGeorgia May Jaggerin leading the campaign from the front - which is the latest move in a series of decisions by make-up brands to hire male faces.

Justthis month, Manny Gutierrezwas chosen by Maybelline as the first ever male face of the brand, and back in October, James Charles was named aspokesperson for CoverGirl.

So, who actually is he?

Lewys Ball is a seventeen-year old vlogger who runs his own YouTube channel. His videos range from discussing his holiday adventures with friends to testing out a vibrating foundation applicator. He's been vlogging for about two years now, and his content is mainly focused on style and beauty, which makes him the ideal choice to front a make-up campaign.

Does he do his own make-up?

Yes, and he's honestly incredible at it. His videos are mainly aimed at other men who want to refine their make-up techinques, but we could all learn a thing or two from his tricks. As Lewys says in the promo for the campaign: "Anybody can wear makeup, no matter who you are."

Is he a full-time YouTuber?

As he's only seventeen, Lewys is still at school. He's studying for A-Levels in English Lit, Theatre Studies, and Philosophy, and told WeTheUnicorns that he balances him time wisely between uploading content and sticking to a reasonable homework schedule.

FUN FACT: He has the same management as Zoella, Tanya Burr, and Alfie Deyes.

He's in pretty good company when it comes to being a social influencer, having signed to major company, Gleam Futures last year. His reach is great too; he has 50,000 followers on Instagram, and 150,000 subscribers on YouTube.

Not to mention ALL the people who are bound to spot him in Rimmel's #LiveTheLondonLook campaign.

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