On men and makeup: CoverGirl announces first ‘CoverBoy’

October 13, 2016

You read that correctly: The newest CoverGirl is a boy.

James Charles, a 17-year-old makeup artist from New York, will be the new face of the iconic cosmetics brand. James, who first earned fame through makeup tutorial videos and popular social media accounts, will be the first male ‘spokesmodel’ in CoverGirl’s 55-year history. 

Given the teen’s talent with brush and pen, it’s an obvious pairing. But the partnership may also signal changing tides – both in the gendered world of makeup and in American culture at large.

CoverGirl isn’t the first cosmetic brand to eschew “hegemonic notions of femininity,” says Cornell University anthropologist and associate professor in Africana Studies Oneka LaBennett in a phone interview with The Christian Science Monitor.  More......

James Charles