Instagram and YouTube sensation, James Charles, is CoverGirl's newest brand ambassador. The 17-year-old boy from New York was recently announced as the cosmetic line's newest face for promoting a new mascara.

The announcement was made on Katy Perry's Instagram. Perry, who is a CoverGirl brand ambassador herself, captioned the photo, "Just wrapped another great @COVERGIRL shoot. Honored to announce the very first COVERBOY, James Charles! Follow him at @JCharlesBeauty!"

In a press release from CoverGirl, the brand stated that Charles would be promoting its newest mascara, "So Lashy." The mascara is designed to work on all lash types, making Charles an excellent choice for the face of the line. "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," read the press release, "James Charles is no exception. One year ago, he boldly chose launch his Instagram to the world, using transformative, dynamic makeup looks to showcase the many facets of his personality, serving as an inspiration to anyone who might have been afraid to do the same."

Charles rose to fame in a little over a year, beginning with the creation of his Instagram account, followed by his starting a YouTube account. He now has over 576,000 Instagram followers and 89,000 YouTube followers. His popularity surged after he posted his fabulous senior pictures to his Twitter account. In an Instagram post released following the big announcement, Charles thanked his CoverGirl and his followers for the support: "THE SECRETS OUT...so beyond excited to finally announce that I am the new face of #COVERGIRL and the first ever coverBOY," he wrote. "I am so thankful and excited and cannot wait to show you all what we have in store."

The introduction of a male brand ambassador for a massive makeup company is a huge step toward normalizing men wearing makeup and bringing this topic into the public eye. Just as Katy Perry, Ellen DeGeneres, Taylor Swift and other CoverGirl brand ambassadors have been idols for young people to look up to, so will James Charles.

Fans will have to wait until later this month to see him officially debut CoverGirl's new mascara. The launch will include TV, print and digital components.