CoverGirl Welcomes CoverBoy James Charles

October 18, 2016

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James Charles is breaking traditional beauty standards as CoverGirl’s first male spokesperson. Photo Credit: Alex Smith/Achona Online

Since 1968, famous females have been the face of popular makeup brand, CoverGirl. The company has partnered with celebrities from Jennifer O’Neill, the company’s first Covergirl, to Ellen DeGeneres, Rihanna, Queen Latifah, Sofia Vergara, Taylor Swift, Zendaya, and many more. While this lineup of ladies was considered diverse, many still posed the question: why is makeup targeted only to women?

Well known Covergirl, Katy Perry, took to Instagram last week to announce the brand’s new face.

Perry posted on Tuesday from Charles' first CoverGirl shoot.

Charles has become a well known makeup artist on social media in the past year. Many people may recognize his face from the viral tweet of his stunning makeup for his senior portraits.screen-shot-2016-10-13-at-8-50-44-am

Charles’ following has grown immensely, especially considering he only began experimenting with makeup a year ago. He boasts 581 thousand Instagram followers and 72.3 thousand on Twitter. Throughout his posts, Charles broadcasts the positive message that all people can wear makeup and achieve their dreams through hard work and positive thinking. Although Charles’ passion for makeup is not accepted by all, he continued to work hard, perfect his craft, and reach the peak of success that he has.

“I am so honored and excited to be working with such an iconic brand,” he writes 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.”

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Senior Danielle Gutierrez comments, “At first glance it’s weird but only because it’s out of nowhere. After a while, you get used to men wearing makeup. It’s an adjustment, but a move in the right direction.”

The announcement of the first CoverBoy is an extremely historic moment for the brand. Charles partners with CoverGirl in their campaign featuring the new “So Lashy” mascara. The mascara advertisements, featuring Charles, goes live later this month.

Junior Julia Lee explains,“I think it is cool that CoverGirl is stepping out of normal gender roles. It is important that people see that all people can use makeup, not just girls.”
After years of success, CoverGirl has broken the traditional mold of the beauty industry with their new CoverBoy. Many believe this statement will spark change and acceptance toward the blurred line between makeup and gender.

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