Why Did CoverGirl Choose A Guy For Its Latest Campaign?

It might seem surprising, but CoverGirl makeup just chose their first male spokesmodel, James Charles. You might not know that name, but you know his face — he’s the high school senior who went viral last month for his on-point senior class photos.

So I retook my senior photos & brought my ring light with me so my highlight would be poppin. I love being extra ? pic.twitter.com/7Qu1yu8U2P

— James Charles (@jamescharles) September 5, 2016

The 17-year-old sensation has been interested in makeup artistry for about a year now — and what a difference a year makes.

THE GLOW UP THO… ✨ WOW Today marks my one year anniversary of the first time I ever tried makeup on myself. Never in a million years would I have ever imagined to be here from posting pic on the left. It's crazy to see how much I've improved and grown as both a person and artist. I've had so many amazing opportunities and met so many amazing people in the past year and CANNOT wait to tell you guys about a few amazing projects coming soon. 400,000 people in one year. Thank you all so much I can't even begin to explain how much you all mean to me. Imagine where we'll be in another year? Holy crap. Y'all truly do fricken rock.

A post shared by James Charles (@jamescharles) on Oct 8, 2016 at 7:36pm PDT

  He’s got his own YouTube channel where he shares his special techniques, as well as an Instagram where he’s posted a few shots from his CoverGirl session:

I am so beyond excited and overwhelmed and happy and astonished and of course, SHOOK, to announce that I am the newest face of @covergirl. First ever male ambassador for the brand and I am so honored and excited to be working with such an iconic brand. I started my Instagram one year ago to inspire others and as an artistic outlet to challenge myself creatively. I truly hope that this shows that anyone and everyone can wear makeup and can do anything if you work hard. I can't wait to share with you all what we have in store, but trust me when I say it's gonna be real good. ?? make sure you check out @covergirl's page for more info coming soon, and my new bff @katyperry as well for a cute pic! ? Thank you all so much. This would not be possible without all of you.

A post shared by James Charles (@jamescharles) on Oct 11, 2016 at 1:17pm PDT

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.

A post shared by James Charles (@jamescharles) on Oct 11, 2016 at 6:11am PDT

  Of course, he’s not the only one excited about his role in CoverGirl’s new “So Lashy” campaign:

Just wrapped another great @COVERGIRL shoot. Honored to have the pleasure to announce the very first COVERBOY, James Charles! Follow him @JCharlesBeauty! #COVERGIRLJames #glam❗️

A post shared by KATY PERRY (@katyperry) on Oct 10, 2016 at 10:52pm PDT

  Will this open the door to other fashion companies using men as models — aside from as amusing stunts? Hopefully James is opening the door for anyone who wants to be fabulous to do so. In the meantime, check out a few more pictures of his work:

CATEGORY IS: SWAMP ELEGANZA ? RuPaul's drag race here I come? ? PS less than 1k away from 400k omg ___ This ICONIC beat was done by my baby @ageofaquaria ? he's one of my all time favorite drag queens and I've been dying to get him to paint me and last night my dreams finally came true ??? CHECK HIM OUT! ____ #morphebrushes 35O & 35B palettes (use "JAMES" for 10% off!") #nyxcosmetics lip lingerie in babydoll

A post shared by James Charles (@jamescharles) on Sep 20, 2016 at 4:03pm PDT

A 17 year old father and his 15 year old daughter. @tutorialsbytina ? ____ brows on fleek using @benefitcosmetics kabrow and gimme brow gel both in shade 5. For my eyes I used my @anastasiabeverlyhills modern renaissance palette. My liner is @nyxcosmetics liquid liner and I used the NYX jumbo eye pencil in black bean for my waterline. My highlight is @ofracosmetics rodeo drive and my lips are @katvondbeauty bow and arrow liquid lipstick. Tina is wearing @luxylashes in babydoll & @jouercosmetics lip topper in skinny dip.

A post shared by James Charles (@jamescharles) on Sep 19, 2016 at 4:31pm PDT

THE BUTTERFLY EFFECT ? tag a friend in the comments below! ____ Created this look for the @nyxcosmetics #31daysofHalloween! #ad ____ #morphebrushes 35B palette (use "JAMES" for 10% off) #anastasiabeverlyhills moon child glow kit #nyxcosmetics jumbo eye in black bean for liner, lips, & brows #occcosmetics glitter

A post shared by James Charles (@jamescharles) on Sep 15, 2016 at 7:10pm PDT

ETHEREAL SIN ?? I guess it's never too early for Halloween? ? tag a friend! ____ inspired by daddy @thomashalbert #anastasiabeverlyhills moon child glow kit #morphebrushes 35B palette #nyxcosmetics jumbo eye pencil in black bean #limecrime quill liquid liner #danessamyricks sequin pigment #lotusandco septum ring #desioeyes creamy beige contacts

A post shared by James Charles (@jamescharles) on Aug 28, 2016 at 7:21pm PDT

AMERICANA ?? perfect glam for 4th of July! tag your bff who you'll be watching fireworks with ❤️ ___ PRODUCTS To snatch my brows I used my @benefitcosmetics kabrow gel and gimme brow #benefitbrows My base is @makeupforeverofficial HD foundation stick and I used @toofaced born this way concealer to highlight my face. To contour I used my @katvondbeauty shade & light palette. On the top of my eyes I used @anastasiabeverlyhills modern Renaissance palette & the bottom is @morphebrushes 35B palette (use code "JAMES" for 10% off!) My glow is @ofracosmetics Beverly Hills highlighter & lips are ofra Pasadena (use code "JCHARLES" for 30% off!). ____ look inspired by my fav, @bybrookelle ?

A post shared by James Charles (@jamescharles) on Jul 1, 2016 at 6:49pm PDT

  And, just because it’s almost Halloween, let James teach you how to do this amazing burn makeup and be a hit at your Halloween party!

BURNT ? Full tutorial for this Halloween look is now live on my YouTube channel! Make sure you check it out and thumbs up!! ❤️ hope you guys enjoy it ____ I used @benefitcosmetics kabrow and gimme brow gel in shade 5 to snatch my #benefitbrows! I used my @morphebrushes 35O palette on the eyes (use code "JAMES" for 10% off!) and @katvondbeauty tattoo liner for my wing. My lips are @ofracosmetics liquid lipstick in the shade "Pasadena" (use code "JCHARLES" for 30% off) and my contacts are @desioeyes desert dream. For the burn I used @bennyemakeup liquid latex & tissues. I painted using my @makeupforeverofficial flash palette and used @occmakeup lip tars in NSFW and Anita, @anastasiabeverlyhills lip gloss in Potion, and @morphebrushes gloss in Villains for blood.

A post shared by James Charles (@jamescharles) on Oct 4, 2016 at 5:14pm PDT

James Charles gives new meaning to the word “hot,” eh?