Popular makeup magazine CoverGirl is changing the way the world sees beauty.

James Charles, a 17-year-old boy, is making history as the first male cover model of CoverGirl magazine.

Charles is a senior high school student from Bethlehem, New York, and enjoys doing makeup for his friends. He took that passion and skill and created several social media accounts to show his accomplishments.

Both his YouTube and Instagram fans love his video tutorials and pictures so much that he has a skyrocketing number of fans: 650,000 Instagram followers and 90,000 YouTube subscribers.

Charles garnered widespread attention in October, when he posted his thoughts about his senior photos because he didn’t agree with the highlighter on his cheekbones. For the retake he brought in his own light to make his cheekbones shine. Charles’ social media profiles blew up with positive feedback; even well-known singer Zendaya tweeted Charles: “You Win.”

Charles said he is very inspired by designers and artists because they are incorporating unisex dressing into their style brands. James feels empowered being the first male face to grace the women’s magazine.

“The fact that I am the first boy is so cool,” Charles told The New York Times in an October 12 article. “It shows that this industry is actually becoming genderless, and we’re really making the push toward equal opportunities for everybody, regardless of race, sexuality, gender. I think it’s a huge steppingstone for such a big and iconic company.”