YouTube star James Charles, 17, was announced as the first male spokesperson for CoverGirl cosmetics last Tuesday (Oct. 11) and appears as the new face for the current issue of the magazine. The YouTube sensation is known among many beauty gurus who post beauty moves and makeup tutorials. Charles is specifically known for his artistic eye makeup designs, magical highlight techniques and dramatic lash looks.
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The brand wanted to partner with “role models and boundary breakers, fearlessly expressing themselves, standing up for what they believe, and redefining what it means to be beautiful.” CoverGirl even cited him as “an inspiration to anyone who might have been afraid to do the same.” In an interview with Cosmopolitan, Charles shared why he got into the beauty industry,
“I used to do hair styling before I even thought about joining the makeup world! One of my close friends was late to her makeup appointment at a local counter and asked me to do her makeup before her school dance. I was like, ’yeah girl, but if you look awful, I’m not taking credit! Hahah!’ It actually turned out awesome and she posted a picture. People loved it, so I invested in a starter set of makeup to practice on friends and slowly began to build clientele. It wasn’t until a few weeks after that I tried makeup on myself, and the rest is history!”
Charles has been learning how to apply makeup from YouTube videos and practicing on himself. Aside from praise, he’s also received a lot of hate since he began wearing makeup, but he doesn’t let it get to him. “I have a thick skin, and I’m definitely not willing to let someone without anything better to do than hate on someone else behind a keyboard get into my head. I’ve got way more important things to worry about!” He hopes someday makeup will become genderless, so men who desire to wear makeup can do so without the stereotypes and criticism.
The new “CoverBoy,” as he likes to call himself, has over 706,000 followers on Instagram (@jamescharles), and over 105,500 subscribers on YouTube. Charles’ YouTube channel has a bunch of makeup tutorials from “burn face Halloween” to “no brushes makeup challenge” to “galaxy filter makeup.” His first video was posted only seven months ago, and now he is on his way to challenging standards of beauty for the makeup industry.