For years, male models have been earning their place in the fashion industry, while male interest in makeup is yet to become mainstream. One talented artist is catching everyone’s attention with his glamorous, inspired makeup looks.
Here’s how YouTuber James Charles became a YouTube icon.
1. He started on another platform before expanding his content creation to YouTube.
Initially, James Charles was not a YouTube sensation. He started sharing his success with Instagram by running a ‘Looks Inspired By…’ page.
A number of fans asked him to make full-length videos so they could get better instructions. He took their advice and began recording a number of tutorials.
This is James Charles’s first YouTube video.
2. He collaborated with other niche creators to build his following.
While James did have his own fanbase from Instagram who followed him to YouTube, there were other viewers in the makeup community who had no idea what his channel was about.
James collaborated with a number of famous YouTube makeup artists. From those collaborations, he has gained over half a million subscribers.
One of his most popular collaborations is with vlogger Joey Graceffa.
3. He participated in viral challenges to gain exposure.
YouTube is full of challenges for different communities. There are dance challenges, food challenges, lipsync challenges, etc. Participating in a few challenges got his YouTube channel to appear in any search or suggestion generally related to makeup challenges, sending more traffic to his channel and helping him get noticed.
RCLBeauty101 and James Charles did the no mirror makeup challenge together.
4. He became a brand ambassador.
Men are rarely recognized as role models for makeup. James was offered a deal with Covergirl to become one of their newest ambassadors. The internet raved over his new title and Covergirl’s willingness to be so inclusive and makeup-forward.
Though he didn’t announce his partnership with Covergirl on YouTube, the fans loved the reveal regardless of the platform.
Amongst his many Instagram posts, James Charles explains how grateful he is to be on the cover.
I am so beyond excited and overwhelmed and happy and astonished and of course, SHOOK, to announce that I am the newest face of @covergirl. First ever male ambassador for the brand and I am so honored and excited to be working with such an iconic brand. I started my Instagram one year ago to inspire others and as an artistic outlet to challenge myself creatively. I truly hope that this shows that anyone and everyone can wear makeup and can do anything if you work hard. I can't wait to share with you all what we have in store, but trust me when I say it's gonna be real good. ???????? make sure you check out @covergirl's page for more info coming soon, and my new bff @katyperry as well for a cute pic! ???? Thank you all so much. This would not be possible without all of you.
5. He made televised guest appearances.
His success has not stopped at earning the title of first male Covergirl ambassador. He has now made an appearance on Ellen. James was honest about his sexuality and his shortened version of how he came to fame in under a year.
This has only boosted his media exposure. He has millions of fans over all of his social media and continues to grow his following.
Here are a few excerpts from the interview with Ellen.
James Charles doesn’t intend to stop doing makeup, and with over a million fans on Instagram and half a million on YouTube, he will continually have support for opportunities he has gained.
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Tia Burton studies Communications, Spanish, and Creative Writing at the University of Michigan. She enjoys watching movies and travelling and will be spending a semester abroad in Argentina.