CoverGirl has appointed Instagram star James Charles as its first male spokesperson.

The 17 year old is famous for his make-up tutorials for both men and women on the social media site, having around 500,000 followers, with the move said to be in a bid to blur gender boundaries.

CoverGirl said in a statement, “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.”

Charles will appear in the media campaign for the brand’s So Lashy mascara, which will run across print, digital, television, social media and PAs. Likewise, Charles will share his ‘how to’ videos and give tutorials on the brand’s social media channels.

Charles’ Instagram handle is @jcharlesbeauty.