thread beauty has officially locked in its first celebrity brand ambassador and the honor goes to none other than rising star, Saucy Santana.

The viral hip-hop sensation has partnered with the company to promote affordable and inclusive beauty, as well as redefine beauty standards for BIPOC and LGBTQIA+ communities.

Photo credit: thread beauty

Saucy Santana x thread beauty

Since its inception in 2022, thread beauty has been a Gen-Z-focused cosmetics brand, exclusively sold at Target. The company was founded and created by Melissa Bulter who is known for The Lip Bar products which are also available at Target. This newest beauty venture from Butler focuses on delivering a broad range of shades to its customers at an affordable price while championing diversity. The brand wants to challenge traditional beauty norms and Santana is the perfect person for just that. In a press release, the artist shared how excited he is to be the face of a greater cause.

“It’s one thing to be the first celebrity face of thread beauty, but to also be the first celebrity face as a black, feminine, gay man will mean so much to my community – especially for boys like me!” he shared. “Within the community, boys that are considered bigger, dark skin, plus-size & feminine don’t get a lot of opportunities. So it means a lot to me and speaks volume to who thread beauty is as a brand, that they chose me for this opportunity to show up for my community and make us more visible! And I love that!”

Expanding The Brand

thread beauty prides itself on being the first beauty brand to feature male models and creators in its in-store header visuals at Target. In the same realm of “challenging the norm,” Santana’s involvement as the first male celebrity beauty ambassador featured in the brand’s visuals does just that.

Furthermore, the brand is also shaking up beauty standards by expanding its line of “face it” complexion sticks. The line features the largest shade range of any stick foundation available in-store at Target – with 26 shades and counting.

“I know first-hand that representation matters. If there’s a little boy out there that wears makeup or wants to wear lip gloss but doesn’t see that in the retail spaces, then there’s room for shame or the need to seek validation,” Butler said in the statement. “Who better to be the face of a beauty brand championing unapologetic self-expression and genuine authenticity than ‘the’ Saucy Santana? We are overwhelmed & overjoyed that we get to embark on this first partnership with him.”