Beauty brand CoverGirl has recruited its first male ambassador, beauty video blogger (vlogger) James Charles.
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The YouTube star has amassed more than 79,000 subscribers to his official channel since launching online in December last year.
He also has more than 540,000 fans on Instagram, where the announcement was made alongside the face of CoverGirl, Katy Perry.
The 17-year-old will join the ranks of the cosmetics brand alongside other representatives including Perry, Rihanna, Ellen DeGeneres and Taylor Swift. He will front a print, TV and digital campaign for a new mascara in the coming months.
"I started my Instagram one year ago to inspire others and as an artistic outlet to challenge myself creatively," Charles said in an Instagram post following the announcement.
"I truly hope that this shows that anyone and everyone can wear makeup and can do anything if you work hard."
Charles will be the first male to front an advertisement for the brand in its 55-year history.
"One year ago, he [Charles] 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," a representative told The Huffington Post.
His how to videos have clocked up almost 1 million views in 10 months, the topic of the tutorials are crowd sourced from Twitter where he asks his 71,000 fans what they want to see and learn.
The high schooler, who is in his final year, most recently treated his final school photo shoot like the Oscars.
He began preparing for his close up at 7am before having the shots taken again with the photographer using the lighting he employees for his popular videos.
Charles' style is bold, bright and glittery and he regularly uses a variety of make-up brands including Benefit and Too Faced to achieve his highly highlighted, theatrical and bright looks.
He was previously employed by Sephora to showcase products which he disclosed as advertisements on his social media posts.
It is not known whether he will be contractually obliged to work solely with CoverGirl for future posts.
