Last Tuesday CoverGirl came out with a new campaign called #COVERGIRLJames. Seventeen-year-old James Charles teamed up with CoverGirl, to become the new cover boy. James Charles become Instagram-famous earlier this year for his dramatic makeup looks, with more than 400,000 fans pre-announcement making him the ideal face to help the cosmetics corporate giant finally cross the gender barrier.

"We think it’s interesting and good that [CoverGirl’s] bringing more notoriety to the fact that men wear makeup period," said Yvonne Lederer, director of marketing for Menaji, a male-targeted cosmetics line. "Men wear cosmetics."

CoverGirl recently commented about launching an entire make up line geared towards men,Laura Brinker, VP of communications for CoverGirl parent company, Coty, wouldn’t say. "It’s competitively sensitive information" she said. "But we’re making makeup for anyone and everyone who wants to wear it."

Although CoverGirl is not alone, while CoverGirl attempts to cross gender barriers. Makeup brand MAC has been doing for years, collaborating with influencers like the Brant Brothers and Caitlyn Jenner, to create unisex lines. Even "women’s" makeup brands like Clinique, Calvin Klein and Yves Saint Laurent feature male-targeted products.

A recent study came out found 56% of Americans, ages 13-20, know someone who uses gender-neutral pronouns like "they," "them" or "ze, "which means if one is gender fluid, he/she/they don’t adhere to the adage that makeup is only for half of the population.

2015 Men’s Grooming Consumer Report," which found 80% of the men surveyed use grooming products. "This is the potential billion dollar opportunity in mobilizing men to adopt facial skincare." While more companies are now crossing those gender lines these products are allowing many to express their true selves and being able to embrace that .