Meet the first male face the cosmetics giant has ever picked in its 60-year history.
CoverGirl has just introduced their newest ambassador: James Charles. This 17-year-old high school senior, a makeup artist who regularly posts tutorial videos online, is now the first male face of the cosmetics brand in its 60-year history.
Of course, not everyone is ready for this groundbreaking milestone in American cultural evolution and Charles himself has been dealing with more than his fair share of hate for a long time.
“My comment section used to be a mess to say the least,” Charles told Cosmopolitan. “Now [Instagram] has added filters, so I’ve removed the classic hate comments, but people still manage to get through every once in a while. They really don’t bother me. I have a thick skin, and I’m definitely not willing to let someone without anything better to do than hate on someone else behind a keyboard get into my head.
“Our industry has been tailored towards woman for so long, so I think the only way that men will start to become more comfortable will be if the stereotypes are removed,” Charles added. “Every guy who is comfortable doing so, however, is setting an amazing example and hopefully inspiring those around him.”
While notable CoverGirls in the past (such as Taylor Swift, Rihanna, Queen Latifah, and more) include diverse representatives of all races, ages, and sexual orientations, but Charles is the first CoverGirl — or CoverBoy, as it were — to bridge the gender gap.
“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 anyone who might have been afraid to do the same.”
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.
CoverGirl announced Charles’ new CoverBoy status with the help of Katy Petty’s Instagram, where she wrote, “Just wrapped another great @COVERGIRL shoot. Honored to have the pleasure to announce the very first COVERBOY, James Charles! Follow him @JCharlesBeauty! #COVERGIRLJames #glam❗️” and shared the photo below:
It’s fitting that the announcement would come via Instagram, where Charles began his journey. “I started my Instagram one year ago to inspire others and as an artistic outlet to challenge myself creatively,” Charles recently wrote. “I truly hope that this shows that anyone and everyone can wear makeup and can do anything if you work hard.”