On Tuesday, Katy Perry announced James Charles as the first ever male CoverGirl on Instagram.
Her post read, "Just wrapped another great @CoverGirl shoot. Honored to have the pleasure to announce the very first COVERBOY, James Charles! Follow him @JCharlesBeauty! #COVERGIRLJames #glam."
Charles will be featured in CoverGirl's newest mascara, 'So Lashy' campaign as a spokesmodel. The brand describes the new mascara as, "Bold sexy lashes for all lash types! Get the bold, dark, voluminous lashes you’ve dreamed of."
When the brand was asked why they felt Charles was the perfect for the campaign, CoverGirl said, "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." They continued with, "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."
In the one year Charles has been posting his make-up creations on Insta, he has racked up over 450K followers. His personality, broad range of colors and looks, and his always-poppin' highlighter grabbed onto the heartstrings of make-up lovers from all over the world.
Charles, the 17-year-old make-up artist from New York, said, "I love doing glam looks, but also have a huge passion for artsy, avant-garde, abstract looks. Make-up is one of my biggest passions."
Not only is the make-up artist insta-famous, he creates marvelous make-up tutorials for his more than 70K subscribers on YouTube. One of his videos, 'Boy Glam Make-Up Tutorial,' has received over 200K views in just one month.
His Instagram announcement read, "THE SECRETS OUT...so beyond excited to finally announce that I am the new face of #COVERGIRL and the first ever coverBOY. I am so thankful and excited and cannot wait to show you all what we have in store. Make sure you go check out @covergirl on Instagram for more info!"
Charles explained that being a part of this brand means living out one of his wildest dreams. "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," he said.
"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," Charles hinted.