2016: The first "Coverboy" and the YouTube generation

YouTube star James Charles is featured as Covergirl's first "Coverboy" in 2016. Not only is this a big step for boys in makeup, but a big step for the beauty community on YouTube. This was the first time a mainstream makeup brand featured a male presenting person in makeup, and a beauty influencer as the star. As a result, brands began to follow Covergirl's lead and include boys in beauty and YouTube makeup influencers and take them seriously, by featuring them in campaigns, include them in makeup production, and of course on their social media platforms.

James Charles in 2016

James Charles in 2019 for the Morphe x James Charles campaign