(CNNMoney) – CoverGirl just hired its first cover boy.
James Charles, a 17-year-old with a massive following on Instagram, just became the brand’s first male ambassador — marking a bold move for one of the cosmetics industry’s biggest players.
CoverGirl — which is owned by Coty Inc. (COTY) — and Charles announced the new agreement on social media, along with pop star Katy Perry, who recently posed alongside Charles in a CoverGirl photoshoot.
In its tweeted announcement, CoverGirl introduced James as a “makeup artist, boundary breaker, and the newest COVERGIRL! #COVERGIRLJames.”
Charles will also star in an upcoming TV ad for the brand, according to his Instagram post.