Covergirl

Easy, breezy, beautiful Coverboy.

As the beauty community continues to expand, we’ve seen an increasing number of beauty gurus breaking across gender boundaries. Vloggers like Manny Mua and Patrick Starr prove that makeup is fun for everyone, regardless of gender.

Covergirl just took a huge step by introducing, with the help of Katy Perry, its first-ever CoverBOY: 17-year-old makeup guru/lash extraordinaire James Charles. He will appear in campaigns for Covergirl’s newest mascara “So Lashy” and he totally fits the bill.

For those of you not familiar with James, the New York native has quickly become a beauty sensation who’s received praise from Zendaya. James started his Instagram account just a year ago and has since gained almost half a million followers, who love his countless tutorials on everything from dramatic lashes to highlighter.

The young beauty star took to Instagram to announce that Covergirl selected him as its first-ever Coverboy and will be shooting his first commercial. AMAZING.

“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,” Covergirl said in a statement about James, while calling him “an inspiration to anyone who might have been afraid to do the same.” James is an incredible leader for Covergirl—his bold beauty looks prove he loves being experimental, refusing to fit into any one box.

Previous Covergirl models have included Tyra Banks, Rihanna, Drew Barrymore and Taylor Swift, but it’s great to see the beauty brand is trying something new by breaking with gender norms and traditional beauty standards.

Makeup can empower, and beauty isn’t gender-specific. There are people like James whose self-expression comes in the form of bold makeup. But for others, makeup isn’t necessary. Just look at women like Alicia Keys and Nicole Richie, who have publicly spoken about choosing to go makeup-free.

Covergirl’s selection of James as its new model shows the brand is a leader. Whether you love wearing makeup or not, beauty comes in many different forms. It’s so exciting that we now have someone like James, who’s showing us how everyone can experiment with makeup if he or she wants to. Hell, have you seen his lashes?