James Charles will be the first male face, or 'CoverBoy,' of CoverGirl after signing with the beauty company Tuesday.
The teen makeup artist and social media sensation has 441,000 Instagram followers, and Katy Perry, CoverGirl’s ambassador, took to the social media site to make the announcement, according to USA Today.
“Just wrapped another great CoverGirl shoot. Honored to have the pleasure to announce the very first CoverBoy, James Charles!” Perry wrote.
Charles’ newfound fame seems to have taken place overnight as he only began documenting his work on Instagram a year ago, and didn’t go viral until his yearbook shoot last month, USA Today noted.
The 17-year-old will continue his partnership with CoverGirl throughout the rest of the year and star in their new mascara campaign, “So Lashy,” which is set to go live later this month.
“I am so honored and excited to be working with such an iconic brand,” he wrote on his personal Instagram. “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.”
Be prepared for a change in the “Easy, breezy…” slogan, as at least for this upcoming campaign, you’ll be hearing “Easy, breezy, beautiful…CoverBoy!”
“THE SECRETS OUT…so beyond excited to finally announce that I am the new face of #COVERGIRL and the first ever coverBOY,” Charles also wrote on Instagram. “I am so thankful and excited and cannot wait to show you all what we have in store.”
According to The New York Daily News, Charles’ makeup tutorials on his YouTube channel, which have been receiving between 30,000 and 70,000 views, grabbed the attention of CoverGirl.
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