CINCINNATI, OH (WCMH) — CoverGirl has hired it’s first ever cover boy.

According to CNN, James Charles, 17, a social media celebrity, was introduced as the cosmetic giant’s first male ambassador.

CoverGirl says Charles is a “…makeup artist and boundary breaker,” and that he won’t be the last.

Charles said his role with CoverGirl will include TV commercials.

Charles is a popular beauty blogger with nearly half a million followers on his Instagram account, and more than 70 thousand subscribers on YouTube.