CoverGirl's first-ever Cover Boy

 

James Charles has made history by becoming the first male embassador for one of the make-up industry's largest brand, CoverGirl.

It was announced rather fittingly on Instagram that the 17 year-old, New York beauty blogger and make-up artist would not only be their first-ever male embassador but also be the face of the brands 'So Lashy' mascara - a mascara that is all inclusive and open to everyone.

The brand said in a statement: "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. One year ago, he boldly chose to launch his Instagram to the world, using transformative, dynamic make-up looks to showcase the many facets of his personality, serving inspiration to anyone who might be afraid to do the same."

If you're thinking his face looks familiar it's because this isn't Charles' first brush with the limelight. Back in September of this year, a tweet of his senior prom photos - where his highlighter was on point and brought his own lighting - was favourited over 96,000 times and retweeted by almost 38,000 users.

 

With this new role, the blogger is looking to"inspire others" and show that "anyone and everyone can wear make-up and can do anything if you work hard". 

Gone are the days of brands relying on big-name celebrities and models, as more and more brands are turning to self-made beauty bloggers to front their campaigns. A move that is celebrated not only by the industry but its followers too.