James Charles, the first male face of CoverGirl.
"I truly hope that this shows that anyone and everyone can wear makeup."
Today, CoverGirl announced the first-ever male face of the brand: James Charles. The 17-year-old makeup wizard (example: this) and beauty vlogger has a following of nearly half a million people on Instagram.
"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," the brand says in a press release. "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."
"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," Charles posted on Instagram. "First ever male ambassador for the brand and I am so honored and excited to be working with such an iconic brand."
So far perks of the gig include filming a commercial with fellow CoverGirl Katy Perry — the product, So Lashy by blastPRO, is a "universal mascara designed to work on all lash types," expected to launch later this month — having Zendaya follow you on social media and copious amounts of makeup to work with (we can only presume).
Charles' role will include creating "tips, tricks and how-tos," so stay tuned for what are sure to be many amazing tutorials to come.
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.
THE SECRETS OUT.. so beyond excited to finally announce that I am the new face of #COVERGIRL and the first ever coverBOY. 😱 I am so thankful and excited and cannot wait to show you all what we have in store. Make sure you go check out @covergirl on Instagram for more info! AND YES I know I have lipstick on my teeth 😬😂 it was a looonnnnggg day.