Whether you follow him or not, you’ve most likely come across Nick Bateman on your Instagram feed. The 30-year-old Canadian model, actor and bonafide Instagram star (he boasts 6.3 million followers) is featured on plenty of other accounts, whether it be “Men and Coffee,” “Men and Puppies” or his numerous fan accounts.
Given Bateman’s social klout and his, well, conventionally good looks and killer abs, it comes as no surprise that he’s nabbed plenty of deals with big-named brands, including Jockey, Guess and Calvin Klein. What is surprising, however, is Nick’s latest deal as the first-ever face of Glamglow, a.k.a. the cult skincare brand behind the Supermud Clearing Treatment mask.
The choice is an interesting one for the brand, given it’s predominately female-driven and Nick isn’t a beauty influencer (in an interview with WWD, he reveals he keeps his routine as “natural and low maintenance” as possible, using only Glamglow’s Volcasmic moisturizer, dry shampoo and Old Spice deodorant). However, Glamglow co-founder, Glenn Dellimore, seems to be confident in the brand’s decision.
“He doesn’t use makeup, he’s not a beauty influencer. He’s not in the beauty space or well-known in beauty, but he has extreme talents when it comes to martial arts and acting. And he’s classy,” Dellimore told WWD.
And it seems as though the partnership is already off to a good start — a teaser clip of his Glamglow photo shoot has nabbed 1.1 million views on his Instagram.
This isn’t the first time Glamglow has featured men in their imagery, however, choosing a hypermasculine, non-beauty buff (sorry, we had to) ambassador is definitely a bold move. The brand has been giving hints at catering to the male crowd, however, releasing Power Rangers face masks in March to coincide with the film’s release.
It will be interesting to see how this partnership translates, and if it will, indeed, help draw in a male demographic.