Seventeen-year-old James Charles, also known as JCharlesBeauty on Instagram and Twitter is a makeup guru and Covergirl’s first “Coverboy”.

Charles came into the makeup world on accident when a friend asked him to help with her prom makeup.

Breaking gender norms, Charles started putting makeup on himself and others and posted these looks on social media.

Just last December, Charles started his first Youtube channel fully dedicated to makeup tutorials and challenges. With only thirteen videos up, Charles has accumulated nearly 150,000 subscribers to this date.

A big milestone for Charles was becoming Covergirl’s very first Coverboy since the brand was created in 1961. He will be the face of Covergirl’s new mascara “So Lashy!”

“Breaking gender norms just comes instantly as soon as a boy is comfortable and confident enough to put on makeup. I think it’s so important to love who you are and be comfortable in your own skin,” Charles told Buzzfeed.