No person who has ever encountered former Drag Race contestant Willam has ever forgotten him. Although his time competing on the reality series was short-lived because he was kicked off for breaking house rules, he’s become one of the industry’s most sought-after drag talents due to his long-running comedy YouTube series Willam’s Beatdown and his appearance in the hit film A Star Is Born alongside Lady Gaga.
During New York City DragCon on September 6, Willam announced something wholly unexpected: He’s created his own makeup line, and it’s just as delightfully confrontational as he is. Dubbed Coverboy (a nod to RuPaul’s infamous song “Covergirl,” perhaps), the brand aims to serve drag queens and everyday makeup wearers alike with a range of lipsticks, multi-purpose glitter gels, and dramatic falsies.
Much like Willam’s personal brand of drag, this makeup was intentionally designed to draw eyes. “I like attention, and this makeup will certainly help anyone wearing it stand out,” he tells Allure. “Hopefully, it’ll also help my beard not shine through.” The full collection, available now, consists of six pairs of falsies, five lip varnishes, and four chunky glitter jellies. In the design process, Willam wanted to ensure that each product was easy to use and didn’t require brushes or any complicated application techniques. “I barely wash my own brushes, so I’m not trying to tell people they need to make more work for themselves,” he says. “Fingers work great. Got ten of ’em.”
Willam admits that his color selection was a selfish one, hence his brand’s high-contrast offering. For example, the transfer-proof Coverboy Lip Varnishes ($16) come in five shades: TruBlue (pastel blue, pictured above), Truffle (gold), Blackballed (black), Puss (neon pink), and Red (bright, neutral red). Each of them contains just enough glitter to give them a wet-looking finish, but not so much that they’re uncomfortable to wear.
Coverboy’s range of lashes are certainly more catered to drag queens than the average makeup fan, but Willam assures anyone can make them work with the right mindset. “I think Drag Queens tend to wear more makeup, but it’s all stuff that can work with a pared-down look,” he says. “I was very inspired by Euphoria: light-reflective faces with high-color statements.”
The lashes are available in six styles: 301&Done in Black, Day Lash, Party Girl Lash, Pigeon, Fiver Blue, and 301&Done in Blue. Their prices range from $10 to $18.
Arguably the star of the whole show, Coverboy Glitter Jellies cost $12 each, come in four bold colors, and can be used just about anywhere you see fit. Gem is magenta pink base with chunky, iridescent octagonal glitters. Goldie is a golden base with green undertones and holographic glitter. Blueball is a vibrant true blue packed with silver star-shaped glitters. Lastly, Roller Rink is a clear gel base containing iridescent silver glitter chunks.
Willam advises to think outside the box with Glitter Jelly — it’s not designed only to be worn on the face. “I love to run Goldie down the front of my shin or on my collarbone,” he tells Allure. “Alaska Thunderfuck taught me recently about the importance of highlight on a doll’s shoulder, so I dab it there, too.”.