Meet the new CoverBoy


Meet James Charles, a self taught American beauty blogger who just became the first male ambassador for the brand CoverGirl. Oh, and he’s only 17 but, no biggie…

His Role
As brand ambassador James, along with others, is the new face of the brand as they promote their new ‘So Lashy’, a universal mascara for anyone to use. Typically celebrities will be sought after for these positions but with social media’s stars raising the bar in the beauty world, young and hungry bloggers are taking over and it looks like they’re sprayed, set and baked in place!

James’s story
Believe it or not James actually began his career with hairdressing! It wasn’t until a friend of his asked him to do her makeup for prom that he discovered his talent. After posting a pic of her makeup on insta, the response was amazing so James decided to devote his own account to makeup to showcase his work for clients. It didn’t take long for him to gain a massive following and as of right now he has over a million followers/fans and counting! As well as this he would post videos to youtube where he could teach both men and women viewers how to create his incredible looks.


But if that wasn’t enough to get him on your radar, I’m sure a lot of you would have seen this pic plastered over your twitter feed…

Yes, that really did happen. After racking up thousands of likes and retweets this seemed to be what catapulted James into the spotlight and resulted in him gaining more and more followers on his various platforms. Here, people could discover his talent including non other than CoverGirl!

James himself along with Katy Perry (who just so happens to be his idol) made the announcement on insta whilst on set of the shoot and the support has been amazing. Of course there will always be people who don’t agree but the brand said it best themselves describing their models as “role models and boundary-breakers, fearlessly expressing themselves, standing up for what they believe, and redefining what it means to be beautiful”.

Why this is what the world needs right now
I’m sure you’ll agree that 2016 hasn’t filled us with the most hope for the human race. Without getting too political (I could go on for hours but I won’t bore you with that) after same sex marriage became legal across all states in the U.S as of June 2015, the world seemed to be taking a step in the right direction with more and more diverse individuals not only being accepted, but celebrated throughout society. But as of recent events in the election, many of these same people have been left angry, deflated and saddest of all afraid to be themselves. It’s campaigns like this that inspire people to showcase their individuality and this one could not have come at a better time. As more and more males are appearing in the makeup game so many others are gaining the confidence to express themselves through their art. These beautiful and courageous boys are leading the way for change, and with huge brands like CoverGirl embracing their skills there is absolutely no stopping them! So heres to hoping that even when the world is going through dark times, there are still amazing people out there to spread light, love and inspiration. Who run the world?! BOYS (girls, let them have this one x)

I think it’s safe to say that at the age of just 17 James’s future is looking insanely bright. Although makeup seems to be the path for him, James is still completing school to maintain his GPA and wants to keep up with his other hobbies such as music… seriously check out his insta for singing videos, this boy can do everything!

By Alisha Khan

BA Psychology