Make-up artist and social media star James Charles fronts campaign for So Lashy! blastPRO Mascara
CoverGirl has named James Charles as its first ever male ambassador.
The 17-year-old rose to prominence online in the past year after launching a wildly successful Instagram account showcasing his talent as a make-up artist.
He regularly posts tutorials as well as special-effects style looks and now has more than 706,000 followers.
Current CoverGirl spokesperson Katy Perry announced the update on Instagram. She wrote: “Honoured to have the pleasure to announced the very first CoverBoy, James Charles!”
Charles will star in print, TV and digital ads for CoverGirl’s new mascara, So Lashy! blastPRO as well as social content including tips and how-tos.
In an Instagram post, Charles said he was “beyond excited and overwhelmed” at the news.
He said: “I truly hope that this shows that anyone and everyone can wear make-up and can do anything if they work hard.”
In a statement, 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.”
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.