Would you be inclined to buy makeup because a 10-year-old boy is showing you how to create a look on Instagram? If we’re talking about Jack Bennett of @makeuupbyjack, then the answer could well be a resounding yes.

Since convincing his mother to start his account in May, young Mr. Bennett, who lives in Berkshire, England, has amassed 331,000 followers and attracted the attention of brands like MAC and NYX, which have offered products to create looks. Refinery29 has celebrated him as the next big thing in makeup.

He is the latest evidence of a seismic power shift in the beauty industry, which has thrust social media influencers to the top of the pecking order. Refreshingly, they come in all shapes, sizes, ages and, more recently, genders. Hailed by Marie Claire as the “beauty boys of Instagram,” the early male pioneers, like Patrick Simondac (@PatrickStarrr), Jeffree Star (@jeffreestar) and Manny Gutierrez, (@MannyMua733), have transcended niche to become juggernauts with millions of followers. And their aesthetic is decidedly new: neither old-school-rocker makeup nor drag queen.