- CoverGirl announced 17-year-old internet celebrity James Charles as its first male spokespersn
- Charles is a makeup artist who posts video tutorials on social media
- He will be working with Katy Perry and will be appearing in CoverGirl ads as brand ambassador
American cosmetics company CoverGirl chose 17-year-old internet celebrity and glamour model James Charles as its first ever male spokesperson in its more than 50-year history.
Since the 1960s, the global brand based in Maryland selects celebrities to be its “cover girl” who serves as the brand ambassador. Some of the fashion models, actresses, and singers who worked with the company include Drew Barrymore, Ellen DeGeneres, Katy Perry, Rihanna, and Zooey Deschanel.
James Charles, who rose to stardom as a makeup artist posting video tutorials online, currently has over 500,000 followers on his Instagram account and over 75,000 followers on his YouTube channel.
The senior high school student is also openly gay and came out when he was 12 years old.
As the brand’s new “cover boy”, Charles will have the chance to work alongside cover girl Katy Perry and will be appearing in ads to be published on print, television, and digital media.
“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]. 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. 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,” the teen wrote in his official Instagram account.
In explaining their decision, the cosmetics brand praised Charles as role model who broke boundaries.
“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. 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 women, men, guys and girls who might have been afraid to do the same,” the company told Huffington Post.