CoverGirl taps YouTube star to be its first CoverBoy

The beauty brand is expanding it’s marketing efforts. Here’s how, and with whom. 

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James Charles and CoverGirl are breaking new ground.

Charles, a well-known beauty blogger from New York, has been dubbed the brand’s first male ambassador.

CoverGirl’s pop star pitchwoman Katy Perry announced that Charles would be the brand’s “very first COVERBOY” on Instagram:

Just wrapped another great @COVERGIRL shoot. Honored to have the pleasure to announce the very first COVERBOY, James Charles! Follow him @JCharlesBeauty! #COVERGIRLJames #glam❗️

A photo posted by KATY PERRY (@katyperry) on

Charles boasts hundreds of thousands of followers across his Instagram and Twitter pages. His YouTube videos consistently garner tens of thousands of views.

“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,” CoverGirl execs said in a statement.

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