CoverGirl has been known to feature some of the biggest female names in the industry in their campaigns, from Katy Perry to Ellen DeGeneres. The brand is making history by signing their first ever CoverBoy.
James Charles is a 17-year-old makeup artist who's developed an impressive following on YouTube and Instagram just a year since starting. He recently made news when he donned full makeup for his senior yearbook photo. He stars in a new campaign for CoverGirl's blastPRO Mascara, launching this month.
"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," CoverGirl said in a statement. "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."