James Charles

James Charles is an American beauty YouTuber, makeup artist, and entrepreneur known for his influence in the digital beauty industry. While working as a local makeup artist, Charles began uploading makeup tutorials to his YouTube channel. He is recognized for his impact on the beauty industry, challenging traditional gender norms and promoting self-expression through makeup artistry. Media outlets have noted his role in advancing makeup trends among men and described his online platform as revolutionary.

Charles gained international attention when a tweet featuring his retaken senior portraits, enhanced with a ring light and makeup, went viral. At age 17, he became the first male brand ambassador for CoverGirl, working alongside Katy Perry. This appointment marked a significant milestone in breaking gender barriers within the beauty industry and attracted widespread media coverage. His rise to prominence led to appearances on shows such as Ellen.

Charles is known for his intricate makeup looks, engaging personality, and his signature catchphrase, "Hi Sisters," which he uses to address his audience. He launched the merchandise line "Sisters Apparel" and collaborated with Morphe Cosmetics on the "Morphe x James Charles" eyeshadow palette, which achieved commercial success. Public appearances, such as the opening of Morphe's second UK store in Birmingham, drew large crowds and significant attention.

Taking full creative control, Charles launched "Painted," his independent makeup line featuring eyeshadow palettes, lipsticks, and face products, with an emphasis on bold colors and inclusive marketing. He has collaborated with public figures including Kim Kardashian, Kylie Jenner, Lil Nas X, Kesha, Doja Cat, JoJo Siwa, and Charli D'Amelio in various makeup videos.

Charles expanded his career by hosting, directing, and co-producing the YouTube Originals reality competition series "Instant Influencer," which won a Streamy Award for Show of the Year. He was also the first Instagram influencer invited to the Met Gala. His accolades include two People's Choice Awards for Beauty Influencer, three Streamy Awards for Beauty and Show of the Year, a Shorty Award for Favorite Male Social Star, and a Teen Choice Award for Choice Fashion/Beauty Web Star. His YouTube channel has amassed more than 23.9 million subscribers and 4.4 billion views, establishing him as a leading beauty creator. Charles has described makeup as a creative outlet and an art form, a philosophy that continues to shape his career and influence millions of fans.