Israeli singer, songwriter, and dancer Jonathan Mergui is the first Israeli male to become the face of a campaign for a makeup brand in Israel.
Mergui revealed he will be the new face for the Israeli-owned international cosmetic company IL MAKIAGE.
"Makeup is a way to express yourself, its not just makeup for men or for women - it's makeup for people," he said.
Known professionally by his last name Mergui, the 23-year-old star has grown to become a national heartthrob, ever since participating in the fifth season of Rising Star about five years ago.
Now, as the new presenter of IL MAKIAGE, Mergui is trying to encourage his audience to "simply be who you are," adding that "everyone needs to feel like he is doing what's good for him without being judged."
Mergui said that he feels like no matter what he does, or what he wears, someone will always have something to say.
"Not long ago I posted a TikTok, and I usually don't look at the comments, but this time I looked at a comment that stood out to me as a red flag. Someone wrote 'you dress like a gay person.' I tried to decipher what was the meaning behind it?" he recalled. "It's just spreading hate on the platform, and for me, its not the way to use it at all.
"Precisely today we are doing something that is going to go through all kinds of platforms, and for me, the way to use it is to present that you can do whatever you want and whatever is fun for you - that's art."
The up-and-coming Israeli icon said being the first Israeli man to do this kind of thing is a great accomplishment, but he is also aware that not everyone will be supportive.
"I'm doing this without knowing what will be, I'm doing this because I believe that it's important and I think that everything will be alright," he said. "And criticism is amazing, it's something any artists wants I assumed, to do something that will have an impact on the audience."
Mergui admitted, however, that he does not put on makeup at home during his free time. "But that's the whole point, it's art. In the same way that I don't wear flare pants with glitter at home, but once it feels like it's a show, it feels good."
When asked if putting on makeup makes him feel less manly, he shot down the essence of the question and responded by saying "we are all people."
"I do it because it makes me feel good. And I'm straight and I have a girlfriend. So what? If it makes me feel good I'll do whatever I want, if that means wearing a crop top or putting on make up or wearing a t-shirt and jeans."