I'm going to reserve judgment until I know how these people treat women and what Maybelline is actually trying to say by using these models.
For example, if they make their money from mocking women and promoting damaging damaging sexist stereotypes as DM does, then I would be very insulted that Maybelline, whose customer base is mainly women, would promote such misogyny. Ditto if Maybelline are saying these people are actual women.
But if they're just men who aren't being misogynistic but simply like a bit of lipstick, then on the face of it, I'd probably be ok with it.
However, I've been burned so many times by thinking "oh that seems harmless enough" when it comes to gender-related issues over the past few years that I'm now very wary of simply saying "I'm fine with that", as it never ends up being just "that" when it comes to gender identity ideology.
I find that reading someone's subversion of gender stereotypes as if it's the same empowering gesture it would have been five years ago can inadvertently end up contributing in some unforeseen way to the furtherance of gender identity ideology,
The cultural cues that people derive from these messages has changed enormously in the past few years, and I think it would be a mistake to view them as they would have been intended before the advent of gender identity ideology.
Yes, if we were in the old world, a man wearing makeup would have been a good thing. But we're not in the old world anymore, and these things are far more complex today.