Beauty Instagram star James Charles has been named the cosmetic company's inaugural CoverBoy

CoverGirl is known for expanding its definition of beauty through the use of different personalities and brand advocates. The tradition continues by announcing the latest choice for beauty vlogger James Charles as the company’s first male brand ambassador.

The young online beauty star began posting his cosmetic creations on Instagram one year ago, but quickly rose in popularity with 426,000 Instagram followers. Charles made it clear in interviews, including one with Marie Claire, that he believes that make-up is a personal art form and that men should wear make-up if they want to. He will be joining pop singer Katy Perry as the current brand ambassador and will appear in TV spots in the near future.

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