YouTube sensation James Charles, the first male CoverGirl brand ambassador, will launch his first makeup collection. The beauty expert announced the collaboration with Morphe on his channel, which has over 9.4 million subscribers, with the hashtag #UnleashYourInnerArtist. Last year, he walked the runway for MarcoMarco's Six 1/2 collection during Los Angeles Fashion Week.
The collection, named the Sister Collection, after his pet name for fans who he calls sisters, includes a 39-shade eyeshadow palette, $39, and a set of 34 brushes and a blending sponge, $149. Charles took the chance to apply some of the colors in a demonstration video and debuted a commercial that showcases the many stellar looks you can achieve with the palette. The collection will be available on November 13 on the Morphe website.
The 19-year-old started his YouTube channel three years ago. This year, he won the Streamy Award for best channel in the Beauty category. A native of Bethlehem, New York, he famously wore the CoverGirl slogan "Easy, Breezy, Beautiful", on his high school graduation cap last year. As brand ambassador for CoverGirl, he has worked alongside Katy Perry, a fellow representative. Recently, Charles helped Kylie Jenner get ready for Halloween using her Howl-O-Ween palette, giving her a glam skull look that left her virtually unrecognizable.
Morphe gained popularity as a brush brand that was started in 2008 and taken over by brother and sister team Chris and Linda Tawil in 2012. The brand is now carried by all ULTA stores and features a range of products. What has made Morphe stand out is their visibility on social media where a number of beauty vloggers swear by their products. Linda, the brand’s creative director, credits their success to their affordable price point and quality.
According to Linda, working with beauty bloggers and makeup enthusiasts has helped the brand grow. “We have amazing products that are super affordable, but without the right type of marketing there’s really no way that people are going to find out about them,” she says.
In addition to Charles, the brand has also collaborated with Jaclyn Hill, another YouTube beauty vlogger who is known for her makeup tutorials and her collaborations with BECCA cosmetics. Hill, 28, who has worked as a freelance makeup artist and as a representative at a MAC Cosmetics store, currently has more than 5 million subscribers on her YouTube channel. She began collaborating with Morphe in 2015.