Beauty Guru James Charles is heading north this winter. The makeup maven will make an appearance at the grand opening of Morphe at Square One in Mississauga, Canada, tomorrow. The new store will be situated between White House Black Market and Massimo Dutti, across from Sephora and MAC, making the site a one-stop-shopping must-visit for beauty brand connoisseurs.
Morphe, which began as a tiny little store in Burbank, California, that only sold brushes, was eventually taken over by Chris and Linda Tawil, a brother and sister duo who transformed the modest operation into a global cosmetics powerhouse. After struggling to get their brushes into stores, the siblings saw an immense growth opportunity in social media.
By joining forces with a variety of beauty gurus on Instagram and YouTube, such as Charles, they were able to cultivate a fiercely loyal fan following. The pair has also teamed up with Charles for the Morphe x James Charles Collection, which features the James Charles 34-Piece Brush Set and the James Charles Palette, a distinctive spectrum of 39 heavily pigmented shades.
Charles, 19, will be available at the Morphe opening for a meet and greet, as well as photos with fans. He was named the first male brand ambassador for CoverGirl in 2016 and now boasts more than 12 million Instagram followers and more than 13 million subscribers on YouTube. He was also voted Beauty Influencer of the Year at the People's Choice Awards.
The MUA, who is from Bethlehem, New York, launched his YouTube channel on December 1, 2015, while he was still in high school and won the award for best channel in the beauty category at the 8th Streamy Awards last October. In 2017, he walked the runway for MarcoMarco's Six 1/2 collection during Los Angeles Fashion Week.
Charles is a regular at Morphe Cosmetics store openings, where he attracts thousands of beauty fans and makeup lovers. For those hoping to meet the rising cosmetics star, plan on arriving early at Square One tomorrow since the event is bound to attract a sizable crowd. Guests will enjoy perks such as exclusive scratch cards discounts and gifts with purchase offers.