CoverGirl and pop star Katy Perry announced on her Instagram page the beauty brand has named its first ever male CoverGirl, James Charles.
“Just wrapped another great @CoverGirl shoot. Honored to have the pleasure to announce the very first COVERBOY, James Charles! Follow him @JCharlesBeauty!” she captioned the picture of both of them.
At only 17, Charles has risen in popularity thanks to his Instagram account, which has more than 431,000 followers after only one year. His account showcases makeup styles including pixelated lips and his signature bold galaxy look.
CoverGirl published its own statement explaining why Charles was the perfect fit for their campaign.
All 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 in a statement. “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 new face of an upcoming campaign for the new CoverGirl’s mascara, “So Lashy,” which is launching later this month. The brand also highlighted that the mascara is made to work on all lash types which echoes with the feeling of all-inclusiveness that comes with this new announcement.
The new face of the company also shared his excitement on social media while still making fun of himself. “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! AND YES I know I have lipstick on my teeth it was a looonnnnggg day.”
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. 😊💕 make sure you check out @covergirl's page for more info coming soon, and my new bff @katyperry as well for a cute pic! 😉 Thank you all so much. This would not be possible without all of you.