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photo: Instagram/Marissa Pina, Vivala

Newsflash: Makeup isn't just for women. Although most beauty brands focus only on women, men are in on the action, and they are slaying the game. As gender narratives are starting to change, it has become apparent that the clothing and beauty industries are taking note. With this shift, people are comfortably pushing boundaries and making a name for themselves in the process. Male-identified makeup artists and beauty vloggers are a prime example of the revolutionary movement that's happening right now. They're sharing their passion for their craft with the world, and they're not letting cultural beauty ideals get in the way  — their visibility within the beauty community is a statement in itself. 

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Although these men feel the pressures of society to perform masculine roles, it doesn't stop them from doing what they do best. They've started their own makeup companies, collaborations with huge makeup brands, and are social celebrities with significant followings. They are proof that there's nothing wrong with thinking outside the box and are motivating people — women and men — to do the same. So if you haven't familiarized yourself with the fierce #BoysInMakeup, we've rounded up seven Latinos who are killing it.