The 17-year-old social media star makes history.
Instagram celebrity and YouTube star, model James Charles, is making history in the commercial cosmetic world.
The 17-year-old is now the new face of CoverGirl becoming the first male ambassador for that brand.
He will help promote the new So Lashy! By BlastPro Mascara for the company in a new advertising campaign alongside Katy Perry.
The diverse ad campaign also features “Modern Family’s” Sofia Vergara, DJ Amy Pham, Chloe and Halle of YouTube fame and the first ever model to wear a hijab, Nura Afia.
In a statement CoverGirl says that all their showcased talent are role models and they are constantly redefining what it means to be beautiful and 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 women, men, guys and girls who might have been afraid to do the same,” the company said in a statement.
Born in Bethlehem New York, the forward-thinking make-up artist, came out at the age of 12.
Since then he has gained nearly 700,000 Instagram followers and 17,000 YouTube fans.
This month he appeared on the Ellen DeGeneres Show saying that after he came out to his parents, they thought he might be trans because of the way he wore make up. He had to explain to them that he wasn't.
"They were like, 'Oh we love you no matter what, like if you're trans you can tell us,'" he told Ellen in the interview, "It's really okay, I'm really not. It just took a lot of explaining and a lot of understanding because men in make-up is obviously a very new concept and it has not been widely accepted in the past, so it definitely was a learning process."
The So Lashy! by CoverGirl ad launched on November 14, and you can watch it below along with Charles' appearance on "Ellen."