CoverGirl’s newest ambassador knows his way around a mascara wand.
On Tuesday, 17-year-old high school senior and aspiring makeup artist James Charles became the iconic cosmetics company’s first CoverBoy.
He will appear in print, TV and digital ads by himself and alongside CoverGirl Katy Perry, Time reports.
Charles is already a star with a healthy fan base on Instagram, where more than 510,000 followers hang on his every word about his “brows on fleek” and lipstick choices, and where girls faux-complain that “he’s so much prettier than me.”
In September, his “easy, breezy, beautiful” senior photos went viral.
The company released a photo of Charles with CoverGirl Katy Perry, announcing that he will be the face of the company’s new, yet-to-be-released So Lashy! by blastPRO Mascara.
He joins a glittery lineup of famous faces representing the brand, including Taylor Swift, Sofia Vergara, Ellen DeGeneres, Queen Latifah, Janelle Monáe and Pink.
“All of our CoverGirls are role models and boundary-breakers, fearlessly expressing themselves, standing up for what they believe and redefining what it means to be beautiful. James Charles is no exception,” the company said in news release.
“One year ago, he boldly chose to launch his Instagram to the world, using transformative, dynamic makeup looks to showcase the many facets of his personality, serving as an inspiration to women, men, guys and girls who might have been afraid to do the same.”
On his Instagram page, Charles wrote that he was “so beyond excited and overwhelmed and happy and astonished and of course, SHOOK,” to reveal his new gig.
“I truly hope that this shows that anyone and everyone can wear makeup and can do anything if you work hard. I can’t wait to share with you all what we have in store, but trust me when I say it’s gonna be real good,” he wrote.