CoverGirl Announces First-Ever Male Brand Ambassador

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Pop star and CoverGirl brand ambassador Katy Perry took to Instagram last night to announce some historic news for the company: for the first time in its 55-year history, CoverGirl will have a male spokesmodel.

The new CoverGirl is 17-year-old makeup artist James Charles. Charles has built a massive following on Instagram and YouTube, despite only working with makeup for a little less than a year.

CoverGirl said in a statement:

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. 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 anyone who might have been afraid to do the same.

According to his Instagram post, Charles will be featured in TV commercials, alongside Perry, as well as in print ads. Watch Charles announce his new role in the Instagram video below.

THE SECRETS OUT.. so beyond excited to finally announce that I am the new face of #COVERGIRL and the first ever coverBOY. ???? I am so thankful and excited and cannot wait to show you all what we have in store. Make sure you go check out @covergirl on Instagram for more info! AND YES I know I have lipstick on my teeth ???????? it was a looonnnnggg day.

A video posted by JAMES CHARLES (@jcharlesbeauty) on

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