Male makeup gurus are having a moment, and James Charles Dickinson is adding another. The 17-year-old YouTube sensation, known simply as James Charles on social media, boasts more than 70,000 subscribers, which comparatively isn’t as much as some other major male beauty YouTubers, like Manny Gutierrez (Manny Mua) and Patrick Starrr (both nearing 2 million each).
Still, it’s more than enough for CoverGirl, which announced Charles as its latest ambassador — and the first young man to receive such an honor.
Charles, a Bethlehem, N.Y., high school senior with 428,000 Instagram followers, announced the partnership with CoverGirl via social media, with the makeup guru mentioning that he had been filming a TV commercial for the brand over the weekend. Fellow CoverGirl ambassador Katy Perry is also involved in the project, Instagramming an image of herself and the guru on set together. “Honored to have the pleasure to announce the very first COVERBOY, James Charles!” she wrote.
Brands like Benefit cosmetics, Makeup Geek, and Eyeris beauty have embraced a few male makeup artists, collaborating with them on products and including them in campaigns. But to see a major drugstore brand like CoverGirl follow suit is certainly heartening and an indication that the beauty world is slowly starting to be more accepting of men and boys rocking a fierce face of makeup.
Charles will appear in ads for CoverGirl’s new product So Lashy! by blastPRO Mascara. “I am so thankful and excited and cannot wait to show you all what we have in store,” Charles wrote on Instagram. We’re also psyched to see what else Charles and CoverGirl have up their sleeves!