CoverGirl makes history as they name their first ever male ambassador on Instagram. Joining Katy Perry, Sofia Vergara, Pink, Ellen, and Queen Latifah, beauty YouTuber James Charles fronts the big beauty brand as one of its newest faces.
You may recall this 17-year-old in the viral meme as the senior who had his graduation photo redone, bringing in his own ring light to make his highlighter pop. This young makeup artist garnered over 400,000 Instagram followers upon the launch of his account.
So I retook my senior photos & brought my ring light with me so my highlight would be poppin. I love being extra ðŸ’€ pic.twitter.com/7Qu1yu8U2P— James Charles (@jcharlesbeauty) September 5, 2016
And with this strong following plus a talented hand at makeup, James lands himself not just a one-time sponsored post but a full-on campaign for CoverGirl that includes TV, print, and digital. And the first product he’ll launch with his stamp of approval? The beauty brand's So Lashy Mascara!
CoverGirl’s move is a huge step forward in the makeup world. Seeing this big cosmetics brand launch James means that they are acknowledging all types of beauty, even those outside the societal norms.
Other than this great news, we’re also looking forward to (and keeping our fingers crossed for) a makeup collab between James and CoverGirl. Because a poppin’ highlighter on our cheekbones like his is just what we need in our kits!