Why Did CoverGirl Choose A Guy For Its Latest Campaign?

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.

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


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


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


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:


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

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