The latest to join Cover Girl’s roster isn’t a girl at all — and we’re totally okay with that. The beauty brand just tapped Instagram and YouTube star James Charles as its first male spokesmodel, reports Women’s Wear Daily.
The 17-year-old makeup artist (known by his fans as @jcharlesbeauty) recently revealed that he gained over 400,000 Instagram followers in a year by sharing inventive beauty tutorials. Charles — who’s still in high school, by the way — will front Cover Girl’s campaigns for its new So Lashy mascara, which features a 3-in-1 brush that “molds and builds lashes regardless of your lash type.”
Of its gender-blurring move, the cosmetics company notes in a release that all of its reps “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.”