James Charles first got our attention with this eye-catching yearbook photo:

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Now he’s back in the limelight as the newest spokesmodel for CoverGirl.

The Instagram-famous, aspiring makeup artist is obviously super talented (come on, look at that contour). And in a world where boys typically learn that makeup is just for girls, this move sends a bold statement: Makeup is for everyone, thank you very much.

CoverGirl’s announcement comes on the heels of the #nomakeup movement. And when you think about it, they have the same end goal. The most important thing is to feel confident and comfortable being whoever you want to be. If that means wearing makeup, fantastic. If it means going au naturel, wonderful.

We could go on and on, but we’ll just leave a few more pics here so you can really appreciate Charles’s barrier-breaking artistry: