CoverGirl is giving gender stereotypes a much-needed makeover. Yesterday, the cosmetics giant named its first-ever male spokesperson: beauty vlogger James Charles. The Instagram and YouTube sensation — at time of publishing, Charles has 507K followers and 76K subscribers, respectively — is the brand’s first-ever CoverBoy, a term coined by pop icon and current face of CoverGirl Katy Perry. On Tuesday morning, Perry welcomed Charles to the CoverGirl fold via Instagram. (See above.)
The 17-year-old beauty savant is relatively new to the blogging scene, having started his channel only one year ago. However, Charles attracted a massive following in no time thanks to his masterful makeup looks.
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 (@jcharlesbeauty) on
In a press release, CoverGirl had this to say of its newest face: “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.”
The self-described “aspiring makeup artist from New York” will reportedly help the brand debut its new mascara (watch out, Maybelline Great Lash), starring in a series of TV, print and digital promos. And yes, there will be accompanying beauty tutorials.
James Charles in the latest male beauty blogger to leverage his social media following into a brand ambassadorship. He follows in the footsteps of mascara wand wizards like Patrick Starrr (Formula X and Nyx) and Frank B. (Milk Makeup).
It’s worth noting Charles is not transgender, he’s simply passionate about makeup. “My parents started questioning me about whether or not I was transgender — whether or not I was trying to be a woman. It was a big argument,” he told Marie Claire earlier this year. “It took a lot of thorough conversations to explain that it’s an art form for me. I’m still confident as a boy and I will always be a boy. I can be confident with bare skin and with a full face.” Preach.
There you have it: Self-love and a great Instagram page can really get you anywhere.