Easy, breezy, beautiful — CoverBoy. A vastly different approach to the widely known, female-dominated company CoverGirl was announced Oct. 11, endorsing the first male ambassador of the brand.
James Charles, 17-year-old social media star, was previously known for his popular makeup account on Instagram. With more than 736,000 followers, Charles has already made a name for himself in the makeup world with his daily posts showcasing his talent.
“I started my Instagram one year ago to inspire others and as an artistic outlet to challenge myself creatively,” Charles captioned one of his posts.
Charles will be the face of CoverGirl’s future product, “So Lashy!” by BlastPro Mascara, alongside singer Katy Perry. After the reveal, Charles took to his social media page to deliver the exciting news.
“First-ever male ambassador for the brand and I am so honored and excited to be working with such an iconic brand,” Charles said.
A spokesperson for the company commented at a press release on this history-making event and shed light on what characteristics CoverGirls, or in this case CoverBoys, possess.
“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,” the brand stated in a press release. “James Charles is no exception.”
As makeup was traditionally known to be a way for women to get “dolled up” for the day, it is becoming more of an outlet for artistic expression. Raven Baca-Warner, junior music education major and avid makeup-lover, said she enjoys how makeup is becoming redefined through the electing of a male ambassador.
“It’s so great that they now have a male ambassador,” Baca-Warner said. “I don’t think make up is limited to one gender. It’s a great form of artistry that everyone can do.”
Looking back on history and early pop culture, males used makeup either out of culture or self-expression. Egyptians wore black eyeliner to shield themselves from evil spirits, and popular late musicians Elvis Presley and David Bowie were known to wear makeup proudly.
“I don’t think (males wearing makeup is) new,” Baca-Warner said. “Social media did give them a platform for it to become popularized.”
Through the power of social media, boundaries are able to be pushed. Charles entered the makeup world ready to redefine it, and thanks to CoverGirl, he continues to make his mark.