Why Did CoverGirl Choose A Guy For Its Latest Campaign?

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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?