Following in the footsteps of fellow big-name makeup brands CoverGirl and Maybelline (who collaborated with the likes of James Charles and Manny "MUA" Gutierrez respectively), Rimmel London joined forces with internet personality and male makeup guru Lewys Ball for its latest #LiveTheLondonLook ad campaign.

Ball, who runs the popular Looking for Lewys YouTube channel, joins other makeup enthusiasts in the commercial spot, with the main theme being that anyone can wear makeup and that everyone should embrace their own unique individuality—a message we can all get behind. 

"This is a positive call to action encouraging people to express themselves in an authentic way," said Montse Passolas, Rimmel London's VP of global marketing, in a statement to Campaign. "The new brand platform conveys a clear point of view of Rimmel’s edgy and streetwise personality; inviting girls and guys to mix things up and try new looks."

It's nice to see more and more mainstream brands embrace the idea that men can—and do— wear makeup, and hopefully with more and more exposure, society at large will start to be more accepting of men in makeup as well.

Watch Lewys Ball in Rimmel London's new ad campaign in the video below.

h/t: Campaign