Joining the list of celebrities that endorse the popular beauty brand, James Charles is set to become the new CoverGirl, or rather, the brand’s first ever CoverBoy.
The 17-year-old aspiring makeup artist joins celebrities like Katy Perry, Taylor Swift, Zendaya, Pink and Queen Latifa who have all endorsed the brand’s image.
His rising popularity stemmed from his astounding presence on social media – including YouTube and Instagram, where he has a current following of over 730,000.
Charles, who is known for his daring makeup style will be the face of CoverGirl’s ‘So Lashy’ mascara. The teenager’s endorsement of the brand will mark the first male brand representative in CoverGirl’s 55-year history.
In an Instagram post by Katy Perry, the singer wrote: “Just wrapped up another great @COVERGIRL shoot. Honoured to announce the very first COVERBOY, James Charles! #COVERGIRLJames”.
Charles, who is openly gay, represents the LGBT community – as well as advertiser’s new vision for sales in a rapidly changing market.
Commenting on his experience with gender norms, Charles stated: “Breaking gender norms just comes instantly as soon as a boy is comfortable and confident enough to put on makeup. I think it’s so important to love who you are and be comfortable in your own skin”.
In a statement, the makeup brand said their CoverGirl models 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”.