07/12/2016 01:39 EDT | Updated 07/12/2016 01:59 EDT

Anastasia Beverly Hills Enlists Men To Star In Latest Makeup Campaign

Do a quick search of makeup looks on Instagram, and you'll find that plenty of them are on men.

Yes, there are many talented male makeup artists out there, but for some reason, men wearing makeup is still viewed as a novelty of sorts.

But now, Anastasia Beverly Hills (yes, the brand behind your fave brow pencils) is normalizing men wearing makeup, enlisting male models to star in their Glow Kit campaign.

The diverse ad campaign features an array of makeup-wearing gents rocking shades from the brand's new highlighting palette. But rather than appear gimmicky, the photos are simply beautiful and enhance the men's natural features. As one user on Reddit puts it, "It's simple and emphasizes masculine traits instead of looking like it's makeup for the sake of makeup."

"I wanted the campaign imagery to mimic what the palette represents, which is about being different and creative," Anastasia Beverly Hills president Claudia Soare told Refinery29. "There are many misconceptions surrounding men wearing makeup, and these images show that men can look feminine while still portraying their masculinity."

You can check out more of the photos from the campaign below:

anastasia beverly hills

anastasia beverly hills

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