With over 500,000 followers on Instagram, 17-year-old James Charles' skills as a makeup artist do not go unnoticed.
Now, Charles and CoverGirl have announced that Charles will be the first ever male face for the beauty brand. In a post shared on his account, Charles writes:
"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."
"CoverGirl's announcement of its first-ever male face is major," Refinery29 explains. "Not only is it inspiring to see an established, mass cosmetics brand acknowledge that beauty isn't gender-exclusive, but it gives hope to young people who still feel that their dreams are dictated by outdated societal norms."
And such sentiments have sparked new movements in the industry: in May, MAC and the Brant Brothers teamed up to create a unisex collection with packaging that, according to USAToday.com, wasn't "just aimed at the products' perceived girly-girl buyers." In June, Justin Tyme developed a gender-fluid line of lipsticks to prove anyone can wear makeup if they want to.
We can't wait to see more in Charles in upcoming CoverGirl campaigns and hope that these efforts only further promote acceptance and positive change within the beauty industry.
Check out Charles on Instagram below: