Somizi shared the groundbreaking news on his Instagram page on Tuesday - he is now the brand ambassador of Black Opal.
In an interview with SowetanLIVE , head of marketing and PR at Black Opal, Busi Xaba explains that they chose Somizi as the new face of the brand because he is confident and lively. "He is comfortable with himself and also comfortable with wearing make-up," Xaba told the publication.
A media release by Black Opal states that the partnership with Somizi has been signed for an initial one-year period. Somizi will endorse the company’s make up products for the duration of the contract.
The news should not come as a surprise because Black Opal founders have stated on their website that over the years they have recognised the need for their company to evolve in "an increasingly diverse world", the makeup brand stated.
Although it's something they should be applauded for, they are not the first beauty company to name influential men as their brand ambassadors.
In 2016, ABC News reported that 17-year-old high school student James Charles was the first male ambassador for CoverGirl.
Since then CoverGirl has featured more men who use makeup, evident on their Instagram account such as:
Angel Merino - @mac_daddy
Tavaris Jefferson - @varijstylez
In 2017 the BBC announced that Maybelline named Manny Gutierrez is the first male face of the makeup brand. Gutierrez also starred in an advert for their new mascara.
We spoke to Kevin* who is a writer who lives in Cape Town. He says that it is great that makeup companies like Black Opal are putting men at the front of their makeup campaigns. Kevin hopes that this is beginning of de-gendering makeup because there are a lot of men, like himself who wear it.
Kevin believes that it is about time that we catch up with the rest of the world and realise that makeup is not just for women. "So for those pressed need to stay pressed because men buying and wearing makeup is going to become prominent," says Kevin.
A new normal is being established in the make up the industry.
*Name has been changed.