By Paige Closson
CoverGirl, Katy Perry, took to Instagram Oct 8 to introduce the new face for CoverGirl cosmetics, James Charles, the first ever “CoverBoy”.
Self-taught makeup artist and New York native, 17 year old Charles has nearly 700,000 Instagram followers and 100,000 subscribers on his tutorial based Youtube channel.
Joining CoverGirls include Cheryl Tiegs and Rhianna. Charles stated on his Instagram account, “I am so thankful and excited and cannot wait to show you all what we have in store.”
Fortune online publication claimed the decision to have a male represent the cosmetic company “Genius Gen Z Marketing” but CoverGirl is following in the footsteps of several other cosmetic companies, like MAC, that opted for men in their advertising campaigns in the recent past.
Alongside the announcement of the first ever CoverBoy, CoverGirl released their new mascara, “So Lashy”, meant for every lash type. In a statement released by the cosmetic company, they stated Charles is a perfect example of the mascara working for everyone.
CoverGirl representatives also added, “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. James Charles is no exception”.