This Viral Social Media Star is Now CoverGirl’s First Male Spokesmodel

It’s a true sign of the times and a big step forward for the beauty industry.

Following the lead of Louis Vuitton, CoverGirl – the iconic beauty brand we’ve all known since junior high when Niki Taylor graced the pages of our Seventeen magazines – just announced its first-ever partnership with a male spokesmodel.

The brand’s new representative is 17-year-old New York native makeup artist and social media star James Charles.

Charles started his makeup career about a year ago when his friend asked him to do her makeup. Before too long, he was posting makeup tutorials on his YouTube channel and stunning, like-worthy photos on his Instagram page.

However, it was his senior yearbook photo that really put him on the map after he brought his own professional lighting to make sure his highlight popped.

All 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,” the company said in a statement.

“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,” the statement continued. It was Katy Perry who made the official announcement of the new “coverboy,” taking to Instagram today to do so.

Shortly after, Charles took to his own social media to express his excitement. “THE SECRETS OUT.. so beyond excited to finally announce that I am the new face of #COVERGIRL and the first ever coverBOY. I am so thankful and excited and cannot wait to show you all what we have in store. Make sure you go check out @covergirl on Instagram for more info! AND YES I know I have lipstick on my teeth it was a looonnnnggg day,” he wrote in the caption.

Beginning today, Charles’ face graces all of CoverGirl’s marketing – from TV and print to social media – to promote the upcoming launch of CoverGirl So Lashy! by blastPRO Mascara.

Fittingly, the mascara is designed to work on all lash types.

Because really: it’s 2016. Women and men wear makeup, and it really shouldn’t be a big deal.

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