CoverGirl shakes up the brand with first-ever male ambassador

Stiff lashes? Mascara that flakes? Ain’t nobody got time for that! Make like Katy Perry and get full, petal-soft lashes that #goBloom with new COVERGIRL Bloom Mascara.

On Tuesday, CoverGirl Katy Perry has given a warm welcome to the makeup company's first-ever male campaign star. The cosmetics company has hired its first CoverBoy in the company's 58-year history, social media influencer James Charles. He will appear in TV, print, social and public relations events for the company, starting next month with the launch of CoverGirl So Lashy! by blastPRO Mascara. The 17-year-old Bethlehem, N.Y.–resident rose to Internet fame, thanks to his makeup tutorials, which ranged from everyday looks to special-effects makeup. In addition to his Instagram followers, Charles has more than 71,000 YouTube subscribers. He also made viral waves for bringing his own lighting setup to get a picture-perfect senior yearbook photo. Brands are increasingly turning to online influencers in order to reach younger demographics that value social media stars over traditional celebrities.

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James Charles on social media

Seventeen-year-old Charles counts over 400,000 followers on his Instagram account, a number that is sure to grow with this latest announcement.


CoverGirl is an American cosmetics brand founded in Maryland, United States, by the Noxzema Chemical Company(later called Noxell, a popular face cleaner) and acquired by Procter& Gamble in 1989. The Noxell Company advertised this cosmetics line by allowing"cover girls", fashion models, actresses, and singers who appear on the front cover of women's magazines, to wear its products.