By Kathryn Wolper

Last week, CoverGirl announced that male teen beauty and makeup blogger James Charles would be its new spokesperson. This move is revolutionary not only for the brand, but for the industry in general. As beauty bloggers have become more prevalent, males skilled in the art of makeup application have made themselves visible and prominent. Previously relegated exclusively to drag, the phenomenon of male makeup has become more present and accepted in all areas.

The fact that James Charles new role is revolutionary raises important questions about gender’s role in society and the things people take for granted. It draws attention to the brand’s name as CoverGirl being represented by a boy brings the seemingly oxymoronic gender conflict front and center.

However, the brand shows through this move that it is more than its name. CoverGirl is not an exclusive club just for women. The CoverGirl lifestyle is for everyone. By hiring James Charles, CoverGirl has invited everyone to share in the fun and creativity of makeup — regardless of gender.

James Charles encourages us to think about why makeup is largely considered for women. Although my personal approach to makeup is very minimal compared to that of many of my peers, I appreciate the artistry of a good contour and cat eye. I also know how far makeup can go in boosting my confidence before an interview or important presentation. Excluding much of the population from this creative art and confidence-boosting trick seems silly and out-dated. There is no biological determination that precludes men from feeling and looking their fiercest.

Men do not look silly in makeup, either. Take a look at James Charles’s Instagram page (@jamescharles). The young man truly slays, and his looks range from Halloween costume inspiration, to drag and to senior portrait glam.

Finally, Charles’s rise to makeup stardom calls into question the very basis of this revolutionary move: gender itself. If the things that society uses to label a person by gender are as fluid as they seem, then it only seems logical that gender is a mere performance. Of course, plenty of scholars have weighed in on the performativity of gender and the difference between gender and biological sex.

Examples of how exceptionally talented people are overcoming these tenuous definitions are good, practical reminders of scholars’ thoughts. If James Charles can be a CoverGirl model, then surely Hillary Clinton can be a major party candidate for president of the United States, teen girls can play high school football and a man can wear a dress to work.

While popular attempts to free us of gender’s grip have been precarious such as Zara’s attempt to market sweatpants as genderless clothing, the moves are promising for people who feel pressured to fit into one or the other category. Pushes for gender-neutral bathrooms, for example, are practical applications of cultural awareness of gender fluidity. Truly talented makeup artists, fashion designers, athletes, politicians and scholars are at the forefront of the battle to make gender a less pressing consideration.