COVERGIRL taps first male face

COVERGIRL has followed in the footsteps of L’Oréal, tapping a male influencer for its latest beauty campaign. The cosmetics brand has just welcomed New York vlogger James Charles to the family, with his first role as the face of the COVERGIRL So Lashy Mascara.

The 17-year-old make-up artist found fame thanks to his penchant for glamorous make-up looks which he demonstrates on girls and boys alike. The social media star’s flamboyant personality and cosmetic creations have earned him a fan base of 453,000 Instagram followers and 71,884 YouTube subscribers.

COVERGIRL explains of its decision to welcome Charles to its line-up: “All of our Cover Girls 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.”

As a part of his brand responsibilities, Charles will be featured on digital, print, TV, and social media campaigns, as well as sharing tutorials on COVERGIRL’s various social media channels.