Rihanna's New Fenty Makeup Ad With Instagram Star BlameItOnKway Shows Men Can Wear Lipstick, Too

Singer Rihanna's Fenty Beauty is no stranger to diversity and inclusion, and her latest release under the thriving brand is no exception. On Wednesday, the singer-turned-businesswoman showed a man wearing lipstick in an advertisement for the company's new MATTEMOIUSELLE lipstick.

The Fenty team recruited Instagram personality Kwaylon Rogers, also known as BlameItOnKway, to help promote the newly released line, with (intentionally) hilarious results. Rogers showed fans how to "give 'em lip with every mood" as he explored each shade. In doing so, he played characters like an energetic fitness instructor and a queen. "My Fenty, my mood," he said. "One of the Boyz makes me feel something like a star."

The MATTEMOUISELLE collection features 14 shades and comes in a variety of colors, each with a unique name, such as Candy Venom, Midnight Wasabi, S1ngle and PMS.

Rihanna attends the Fenty Beauty photo call at Cine Callao in Madrid on September 23, 2017. Eduardo Parra/Getty Images

Fenty Beauty has embraced men before. Get Out star Daniel Kaluuya reportedly used Rihanna's brand at the 90th annual Academy Awards, wearing Fenty Beauty's Pro Filt'r Foundation‎. "We've done a great job of making sure he has glowing, beautiful skin," makeup artist Amber Ambos told Billboard. "That's the most important thing; I want him to go out there and be golden, I want him to glow."

Kaluuya was in good company: Jennifer Lopez, Taraji P. Henson, Vanessa Hudgens and Orange Is the New Black star Dascha Polanco have all sported the singer's makeup line.

Late last year, Rihanna's Fenty Beauty was listed as one of Time magazine's Best 25 Inventions of 2017. The company generated $72 million in sales during its debut month in September, WWD reported. And in January, its continued growth led experts to say the 30-year-old singer's business was on track to outsell Kylie Cosmetics by Kylie Jenner, which made $420 million last year.

Those high numbers are, in part, due to the line's promotion of diversity and inclusion. "In every product, I was like: 'There needs to be something for a dark-skinned girl. There needs to be something for a really pale girl. There needs to be something in between,'" Rihanna said. "There's so many different shades. You want people to appreciate the product and not feel like, 'Oh, that's cute, but it only looks good on her.'"