CoverGirl announces James Charles for its very first CoverBoy

YouTube star James Charles is representing CoverGirl alongside Katy Perry.
YouTube star James Charles is representing CoverGirl alongside Katy Perry. Photo: CoverGirl

When we first wrote about 17-year-old James Charles and his amazing beauty skills, there was little doubt he was a star in the making. In a matter of weeks he had become world famous for re-shooting his senior photo for the 2016 yearbook, showing his absolute dedication to his craft.

It seems that the big guns were watching and now Charles has been named make up brand CoverGirl's very first male CoverGirl. The big announcement was made by James on Instagram and Twitter.

It's a pioneering move for the beauty industry; CoverGirl issued a press release stating the significance of its newest recruit, starting with the company's mission when selecting CoverGirls.

'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 then identifies Charles as one such mover and shaker - a trailblazer for people who don't adhere to traditional roles.

'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.'

Posing with Katy Perry for his first official photo for the brand, Charles told Mashable, "I think it's truly a step forward in removing gender stereotypes and roles in the beauty world. Beauty is for everyone, and I think that CoverGirl, being such a timeless and iconic brand, recognising that is so important. It truly shows that we are becoming a more accepting industry."

He will be promoting the CoverGirl So Lashy! mascara in addition to doing what he already does; sharing beauty videos with followers. It's also a dream of his to create his own makeup line which fellow colleague Katy Perry already has with CoverGirl.

Feel that? The earth just shifted on its axis. Times are a-changing; for the better.