Beauty brands seem to be recognizing male beauty consumers more often – especially those who wear makeup. There are also a number of male beauty vloggers making a name for themselves in the beauty world lately.

Anastasia Beverly Hills, Make and Milk Cosmetics have all had recent campaigns featuring men – take a look at several images from Anastasia’s campaign here at Refinery 29.

Sephora’s nail brand, Formula X, recently enlisted beauty vlogger Patrick Starr.

And this popular male beauty vlogger is a super-fan of Kylie Cosmetics’ – with a tattoo of the brand’s logo on his arm.

Photos above: (L) An image from Anastasia Beverly Hills’ new ad campaign (R) instagram/milkmakeup