02/02/2017 11:42 EST

Rimmel London Announces Lewys Ball As Their First-Ever Male Brand Ambassador

Lewys Ball is getting the London look in a big way.

Following in the steps of CoverGirl and Maybelline, Rimmel London has named the 17-year-old U.K. beauty expert as their first-ever male ambassador who will star in their new #LiveTheLondonLook campaign.

The YouTube beauty vlogger shared the news with his 50,000 Instagram followers, writing, "So happy to announce I have joined the Rimmel family as their ambassador for their new campaign. Get ready to Live the London Look. Unpredictable, authentic, dramatic."

Ball joins the likes of Cara Delevingne for the video campaign, which stresses the idea that "there isn't one London look; it's whatever you want it to be."

"Anybody can wear makeup. No matter who you are," Ball is heard saying in the ad.

Rimmel London's announcement comes after CoverGirl took the first massive step forward by naming vlogger and social media star James Charles as their first-ever male brand ambassador back in October. And earlier this year, Maybelline tapped YouTube Star Manny Gutierrez as the male face of their #BigShotMascara campaign.

my instagram makeup vs my everyday makeup🤔👼🏼 full video on my YouTube (link in bio) INSTA SIDE: @makeupgeekcosmetics shadows @maybelline gel liner & master precise line @unicornlashesuk in Raven @toofaced born this way foundation @maybelline fit me concealer @anastasiabeverlyhills contour kit @beccacosmetics x @jaclynhill champagne pop @anastasiabeverlyhills liquid lipstick in Ashton EVERYDAY SIDE: @rimmellondonuk wake me up mascara @toofaced born this way foundation @maybelline fit me concealer @tartecosmetics park ave bronzer @makeupforeverofficial highlighter @ctilburymakeup bitch perfect lipstick #makeupgeek #maybelline #toofaced #anastasiabeverlyhills #beccahighlighter #jaclynhill #makeupforever #charlottetilbury #bretmansvanity @bretmansvanity wakeupandmakeup #everydaymakeup

A video posted by lew (@lookingforlewys) on

Bravo to these beauty brands!

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