CoverGirl Announced Its First-Ever Male Brand Ambassador

Author: Kristen McCloud
10.12 / Beauty

Congrats to 17-year-old beauty vlogger and influencer James Charles on becoming CoverGirl's first male brand ambassador!

Charles has a huge audience on social media, with 426,000 followers on Instagram and over 70,000 on YouTube. Now, the aspiring makeup artist from New York can add CoverGirl contract to his credentials.

"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. 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," said CoverGirl in a release.

More and more makeup brands are turning to men to promote their products. Patrick Starr has collaborated with Formula X and Nyx, Manny Gutierrez (a.k.a. Manny Mua) with Makeup Geek and Ofra Cosmetics, and Frank B. with Milk Makeup.

Last May, Charles opened up about how important makeup is to him in an interview with Marie Claire: "My parents started questioning me about whether or not I was transgender — whether or not I was trying to be a woman. It was a big argument," he said. "It took a lot of thorough conversations to explain that it's an art form for me. I'm still confident as a boy and I will always be a boy. I can be confident with bare skinand with a full face."