If you think a boy can’t sell mascara, you’ve never been to a Sephora, Ulta or MAC. CoverGirl is counting on the fact that boys can and do sell makeup, especially on social media where beauty gurus come in all shapes, colors, sizes and genders. James Charles, a 17-year-old social media sensation (he has almost half a million Instagram followers to date) has been named the first male brand ambassador since the iconic makeup brand launched nearly 60 years ago.
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Charles joins a roster of brand ambassadors that includes Katy Perry, Taylor Swift, Rihanna, Sofia Vergara, Tyra Banks, Zendaya and Ellen DeGeneres. Perry shared the announcement with her more than 56 million followers on Instagram. “Just wrapped another great CoverGirl shoot,” she wrote. “Honored to have the pleasure to announce the very first CoverBoy, James Charles!”
For the aspiring makeup artist and high school senior, the historic moment was not lost. “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,” wrote Charles.
This isn’t the first time Charles has been in the beauty spotlight. Earlier this year, his senior portrait featuring his full face of makeup and fiercely highlighted cheekbones went viral. The appointment of a male social media star as the newest face to represent the brand shows that we are not only entering a more inclusionary beauty world, but also one where a beauty influencer with a massive online following has just as much clout with beauty buyers as a household name. Something tells us this young, aspiring makeup artist won’t be aspiring for long.