A 17-year-old boy has made history as the first male face of one of the world’s biggest make-up brands.
CoverGirl has picked James Charles, a high school senior, to become its newest brand ambassador - the first time they have ever employed a ‘CoverBoy’.
James, a make up artist from New York, is an Instagram sensation, with more than half a million followers eagerly awaiting the bright and dramatic make-up looks he posts.
His addition to the CoverGirl brand was also announced on Instagram. In the video, James says he is “living out one of my biggest dreams”.
A spokesperson for the company said: “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. James Charles is no exception.
“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 women, men, guys and girls who might have been afraid to do the same.”
James will work alongside fellow brand ambassador Katy Perry, who took to social media to share her excitement about working with the young make-up artist.
He will feature in print, digital and television adverts and follows in the footsteps of Sofia Vergara, Pink and Ellen Degeneres as spokespeople for the brand.