For the first time in its 58-year history, CoverGirl has announced a male as its new face.
17-year-old makeup artist and social star, James Charles, was announced as the first ever CoverBoy on Katy Perry’s Instagram.
This news will see Covergirl’s self-described “boundary breaker” hitting screens, in a TVC for CoverGirl’s So Lashy mascara.
"I am so beyond excited and overwhelmed and happy and astonished and of course, SHOOK, to announce that I am the newest face of @covergirl," James wrote on Instagram.
"First ever male ambassador for the brand and I am so honored and excited to be working with such an iconic brand. 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."