That’s pretty much what it is. There’s actually a bit of an argument regarding Heartstopper, on whether it counts as a BL or not. The creator certainly doesn’t think that’s what it is, and even though it started life as a webcomic, the style and general “message” are different from a good chunk of BLs.
That all being said, Heartstopper isn’t marketed the same way at all, and Joe & Kit don’t behave in any way like a BL pairing while promoting the show.
Omar just has a career very similar to many of the BL actors in the industry. His general aesthetic, blending his music and acting together. Being a bit risqué. If he and Edvin started doing fan service to appeal to the female fetishist masses, they’d just be straight up western BL actors.