So CoverGirl DOES cover boy! The cosmetic company just announced the addition of James Charles, a 17-year-old male makeup artist and YouTuber, to join the illustrious roster of celebrity spokesmodels like Rihanna, Katy Perry, Taylor Swift, and Queen Latifah. James, you may recall, went viral last month when he decided to reshoot his senior photos so that his makeup could be, as the kids say, “on fleek.” (SEE PHOTO, ABOVE) His tweet attracted over 37,000 retweets and led to the groundbreaking offer from CoverGirl.
Katy Perry announced his ascendency to supermodel status at a press conference this morning, saying she was “honored to have the pleasure to announce the very first COVERBOY, James Charles!” James will start by being the face and lashes of a new mascara launch, and will later be fully integrated into ads and commercials.
From USA Today:
Charles — who first began documenting his work on Instagram a year ago and went viral last month following his fierce yearbook shoot — will continue the partnership through the year and star in CoverGirl’s new mascara campaign, “So Lashy,” which goes live later this month.
“I am so honored and excited to be working with such an iconic brand,” he wrote on his personal Instagram. “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.”
It’s official: so excited to welcome @JCharlesBeauty to the COVERGIRL family. ❤️ Show your support for James by regramming his COVERGIRL vid using #COVERGIRLJames!
A video posted by COVERGIRL (@covergirl) on