The majority of the fashion world has deemed gender obsolete, with everyone from VFiles to Hood by Air to Vivienne Westwood to Rihanna showing clothes that blurred the lines between sexes on the Spring 2017 runways. But ever-conservative beauty behemoths (save for MAC Cosmetics) have been slow to change—until today, that is.
CoverGirl announced that Instagram It boy, James Charles, is serving as the brand’s first male spokesperson and face of So Lashy! mascara. “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,” the company noted in a statement this morning.
Rounding out its current cast of distinct and opinionated women—including Ellen DeGeneres, Janelle Monáe, Zendaya Coleman, and Katy Perry—Charles is undoubtedly more than just a great set of lashes. Boyfriend can strobe and cut a cat-eye like nobody’s business. And no matter which gender you ascribe to (or don’t), there is one thing that transcends the sexes: We all want to look and feel easy, breezy, and uniquely beautiful.