Cosmetics giant CoverGirl made history this past week with the announcement of their newest spokesmodel. The newest face is 17-year-old beauty blogger James Charles, who’s made history as the first male spokesmodel for CoverGirl. He’ll advertise the brand’s So Lashy mascara, and has already met fellow spokesmodel Katy Perry.
This isn’t the first time we’ve heard Charles’ name: He came to our attention earlier this year with a tweet showing off his redone senior portraits, complete with notable highlight and his own ring light.
Charles only began experimenting with makeup last year, and has already amassed 74K+ subscribers to his YouTube channel and 500K followers on Instagram.
Charles’ selection isn’t without precedent, as men have been used in cosmetics advertising before: MAC has used RuPaul and Johnny Weir before.