There's a new face of CoverGirl.
James Charles, a 17-year-old makeup artist from New York, recently became the brand's first male ambassador.
CoverGirl spokesmodel Katy Perry first broke the news Tuesday on Instagram.
Charles joins the ranks of other CoverGirl ambassadors, which have included Ellen DeGeneres, Zendaya, Sofia Vergara, Queen Latifah, Rihanna and Taylor Swift.
In a message posted on social media, CoverGirl called Charles a "boundary breaker."
"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. James Charles is no exception," the beauty brand said in a release. "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."
"Breaking gender norms just comes instantly as soon as a boy is comfortable and confident enough to put on makeup," Charles told Buzzfeed News. "I think it's so important to love who you are and be comfortable in your own skin."
He told Teen Vogue that the partnership is "truly historical" and he is "so honored and thankful to be able to start this new era of CoverGirl."
Charles, who has more than 500,000 followers on Instagram and 75,000 subscribers on YouTube, will appear in print, television and digital ads, according to Marie Claire.
The Huffington Post reported that he will be featured in campaign initiatives for CoverGirl's newest mascara, "So Lashy."
