For the first time ever in CoverGirl Cosmetics history, a male has been named as the face and spokesperson for the international make-up brand. James Charles, an Instagram beauty blogger had been hand-picked to represent the brand.
According to CoverGirl’s official statement, Charles has been chosen to be their first ever “CoverBoy” because of his boldness and personality.
“[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,” the company said. “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.”
Charles will be the face of CoverGirl’s upcoming “So Lashy” mascara. The brand aims to emphasize that beauty should be all-inclusive, regardless of age, race or gender.
On his Instagram profile, Charles expressed his excitement over being the new spokesperson for the said campaign.
“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 wrote on Instagram. “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.”
He added: “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.”
Meanwhile, pop star Katy Perry is in full support of the teenage beauty blogger, introducing Charles as the first CoverBoy for the brand.
“Just wrapped another great @COVERGIRL shoot,” Perry wrote on Instagram. “Honored to have the pleasure to announce the very first COVERBOY, James Charles! Follow him @JCharlesBeauty!”
Since joining Instagram, James Charles have gained over 400,000 followers, all witnesses to his incredible talent in the art of make-up.
From using chunky glitters, neon eyeshadow and galaxy colors, Charles’ make-up designs are always on point. Here are some of his memorable works. (You can see more on Charles’ Instagram.)