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United States James Charles is a prominent YouTuber and makeup artist who pioneered male representation in the beauty industry, expanding his influence through successful product collaborations and reality television. His career milestones include being the first male CoverGirl ambassador and hosting a YouTube Originals series.
James Charles collaborated with Morphe on a palette that became one of the brand's biggest sellers. He released an eyeshadow palette and created a makeup line in collaboration with Morphe Cosmetics, which became known as the Sister Collection. This partnership appealed to aspiring makeup artists and beauty enthusiasts.
In 2016, James made history as he became the first male spokesperson and spokesmodel for CoverGirl, a cosmetics brand he admired. This sponsorship helped earn him widespread recognition and was a significant step in his career.
James Charles Dickinson was born on May 23, 1999, in Bethlehem, New York. Early in his life, he began exploring makeup, teaching himself application techniques and soon offering his skills professionally to individuals in his local area. In December 2015, Charles launched his YouTube channel, where he started sharing makeup tutorials. A significant turning point occurred in September 2016 when a tweet showcasing his senior portrait, retaken with makeup and a ring light, went viral. This led to his historic appointment as the first male brand ambassador for CoverGirl in October 2016 at the age of 17. He appeared in advertisements for CoverGirl’s So Lashy mascara, marking a notable step in his career and gaining widespread recognition.
His career progression expanded in November 2018 with the launch of his clothing line, Sisters Apparel, and a makeup collection, the Sister Collection, developed in collaboration with Morphe Cosmetics. By early 2019, Charles had amassed 10 million subscribers on YouTube. His appearance in Birmingham for the opening of Morphe Cosmetics’ second UK store caused significant public attention, leading to city gridlock in January 2019. In March 2019, he collaborated with Australian rapper Iggy Azalea, doing her makeup for promotional art and appearing in the music video for her single “Sally Walker.” Charles also hosted, directed, and co-produced the first season of the YouTube Originals reality competition series, *Instant Influencer*, which premiered on his YouTube channel in April 2020. For this, he received the Show of the Year award at the 10th Streamy Awards.
Throughout his career, Charles has engaged in numerous collaborative videos with high-profile figures, including Kim Kardashian, Kylie Jenner, Lil Nas X, Kesha, Madison Beer, Doja Cat, JoJo Siwa, Charli D’Amelio, Addison Rae, Trixie Mattel, Avani Gregg, and Bretman Rock. These partnerships allowed him to demonstrate his makeup artistry and expand his audience. In February 2024, he released his debut single, “Call Me Back.” His work has been recognized with multiple awards, including two People’s Choice Awards, three Streamy Awards, one Shorty Award, and one Teen Choice Award, solidifying his position as a prominent figure in the beauty and social media landscape.
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