For the first time since its creation in 1961, CoverGirl has named a male as its latest spokesperson. The new CoverBoy is seventeen-year-old social media sensation, James Charles, and his new title is pretty impressive considering that he only launched his online persona one year ago. Since debuting on social media, Charles has accumulated 495K Instagram followers, and a solid subscription stat on Youtube as well, where he posts full-length makeup tutorials.
Of the decision to make Charles the first male representative of CoverGirl the brand stated:
“All of our CoverGirls are role models and boundary-breakers, fearlessly expressing themselves, standing up for what they believe and redefining what it means to be beautiful. James Charles is no exception. One year ago, he boldly chose to launch his Instagram to the world, using transformative, dynamic makeup looks to showcase the many facets of his personality, serving as an inspiration to anyone who might have been afraid to do the same.” -CoverGirl Representatives
Even more notable is what Charles hopes to accomplish with this partnership. In multiple statements he has expressed his desire to inspire others. He constantly encourages people to try to break into the industry and that anybody can do it. In fact, he started his Youtube channel just to build a portfolio after doing his friend’s makeup for a school dance.
This announcement is being heralded as a positive step forward in the representation of men in the makeup industry. Patrick Starr and Manny Gutierrez (aka Manny Mua) have been the champions of gender diversity in the beauty industry lately, often working and collaborating together as well. Hopefully James Charles’s introduction to the commercial beauty industry will bring more male representation to the beauty industry. One thing that we all can agree on is that makeup is a genderless form of expression that anybody should feel free to try.
-Cassandra Gagnon for The Untitled Magazine
