I am so beyond excited and overwhelmed and happy and astonished and of course, SHOOK, to announce that I am the newest face of @covergirl. First ever male ambassador for the brand and I am so honored and excited to be working with such an iconic brand. I started my Instagram one year ago to inspire others and as an artistic outlet to challenge myself creatively. I truly hope that this shows that anyone and everyone can wear makeup and can do anything if you work hard. I can’t wait to share with you all what we have in store, but trust me when I say it’s gonna be real good. 😊💕 make sure you check out @covergirl’s page for more info coming soon, and my new bff @katyperry as well for a cute pic! 😉 Thank you all so much. This would not be possible without all of you.

A photo posted by JAMES CHARLES (@jamescharles) on

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

Courtesy of Covergirl.
James Charles with fellow spokesperson Katy Perry. Courtesy of CoverGirl.

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.

Okay ladies now let’s glow in formation! ✨💞😂 tag your squad in the comments!! 😂

A photo posted by JAMES CHARLES (@jamescharles) on

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

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