YAS! The new face of CoverGirl cosmetics has made HISTORY

Earlier this week, CoverGirl cosmetics named the first-ever male model as the face of their brand. 

 

New #COVERGIRLJames @JCharlesBeauty is slaying the glam game. Learn how to get the look from his COVERGIRL shoot below & click link in bio to shop the makeup! Base: use a mix of Outlast 3-in-1 Foundation & truBLEND Liquid Makeup for perfect coverage. 2️⃣Contour & Highlight: using the truBLEND Contour Palette, add definition & depth with the darker shades, and brush the highlighter on cheekbones. To get the full effect of his on-point glow, brush on the shimmery shades of the new truNAKED Eyeshadow Palette in Jewels— coming soon! 3️⃣Brows: fill in brows using a combination of new Easy Breezy Brow Mascara in Rich Brown & Easy Breezy Brow Powder in Medium Brown & Dark Brown– coming soon! 4️⃣Lids: create his perfect smokey eye using truNAKED Eyeshadow Palettes in Nudes and Roses, then softly line with Perfect Point Plus Eyeliner in Black Onyx 5️⃣Lashes: get his bold lash look with new So Lashy! Mascara— coming soon! 6️⃣Lips: for his nude pout, use a combo of Colorlcious Lipstick in Romance Mauve & Katy Kat Matte lipstick in Catoure

A photo posted by COVERGIRL (@covergirl) on Oct 14, 2016 at 11:38am PDT

James Charles is a 17-year-old from New York, who does makeup for friends in his spare time (for free btw). 

James also happens to have an impressive following on social media, and for very good reason. 

 

CHUNKY GLITTER FESTIVAL MAKEUP TUTORIAL for this look is now live on my YouTube channel! Link is in my bio, enjoy! ____ @benefitcosmetics kabrow gel + gimmebrow #benefitbrows @makeupforeverofficial HD foundation stick @katvondbeauty shade & light palette @anastasiabeverlyhills modern Renaissance eye palette + so Hollywood illuminator @morphebrushes 35B palette (use "JAMES" for $$ off) @nyxcosmetics jumbo eye pencil in black bean for waterline @lashesbylena Gigi lashes @ofracosmetics liquid lip in The Bronx (use code "JCHARLES" for $$ off) @artistcouture mermaid fantasy highlighter

A photo posted by JAMES CHARLES (@jamescharles) on Aug 23, 2016 at 1:17pm PDT

With almost 650,000 followers on his Instagram account and more than 90,000 subscribers on his YouTube channel, James is quickly becoming one of the most important beauty gurus on the Internet.

His eyebrows are also NEXT LEVEL amazing… 

 

AMETHYST tag a friend who loves to glow! ____ created using the new @anastasiabeverlyhills moon child glow kit in purple horseshoe & the @morphebrushes 35P palette (use code "JAMES" for 10% off!)

A photo posted by JAMES CHARLES (@jamescharles) on Jul 23, 2016 at 7:01pm PDT

James will appear in print, television and digital advertisements for the brand, alongside Katy Perry, who is CoverGirl's ambassador. 

 

the glow up is.. very real tag a friend who you glowed up with! ____ I did my first snap tutorial on this look today! make sure you add me (jamescharless) & check it out

A photo posted by JAMES CHARLES (@jamescharles) on Jul 17, 2016 at 8:22pm PDT

The company claims it is aiming to target Generation Z with this new marketing strategy, as they are more open to more fluid definitions of gender and sexuality. 

 

POOLSIDE ____ Happy summer everyone! I'll be posting a tutorial of this look both on here AND my YouTube channel soon… that's right ladies, we're making a comeback ____ My brows are snatched today using the new @benefitcosmetics kabrow gel and te benefit gimme brow! #benefitbrows I cut my crease using my @morphebrushes 35OM palette (use code "JAMES" for 10% off) and the liner is @limecrimemakeup liquid liner in "lazuli". I used @benefitcosmetics roller lash mascara for my lashes and @katvondbeauty tattoo liner in trooper for my wing. Lips are @ofracosmetics liquid lip in Mocha (use code "JCHARLES" for 30% off!)

A photo posted by JAMES CHARLES (@jamescharles) on Jun 25, 2016 at 5:58pm PDT

“Our population is becoming increasingly diverse” said the vice president of marketing for the cosmetic company. 

Big round of applause for CoverGirl, and James Charles of course!