James Charles is a 17-year-old beauty blogger from New York and CoverGirl’s first ever male ambassador. Katy Perry, the current face of CoverGirl, announced him as the firm’s first “cover boy” via Instagram on Tuesday. He will be the face of the brand’s upcoming “So Lashy” mascara range.
The American cosmetics maker says it wants customers to see that the new mascara is “open to everyone”.
James Charles has gained a huge following through the make-up looks he shares on social media. More than half a million people follow his Instagram account where James regularly posts how-to tutorials. Gone are the days of beauty brands relying on celebrities and models, as more and more cosmetic brands like CoverGirl are approaching self-made beauty bloggers to front their campaigns.
“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 company said in a statement. And this week James marks one year since the first time he wore make up at all. “It’s crazy to see how much I’ve improved and grown as both a person and artist. “400,000 people in one year. Thank you all so much,” he said on Instagram.
Other make-up brands have recently featured men in their beauty ads but CoverGirl is the first to choose a male ambassador. Past CoverGirl ambassadors include singer Janelle Monae and Disney star Zendaya Coleman.