Notorious for being the only queen to ever be kicked off RuPaul’s Drag Race, Willam has always been one to do things his own way. In that same vein, he’s today announced that he will be launching Coverboy – his debut make-up brand.  

Starting with a foundation (pun intended) of three hero products – a lipstick, lashes, and glitter – the brand is for everyone, from veteran queens to newbies, and those not even interested in drag. With a focus on accessibility, the products can be applied with your hand and don’t require a brush or any additional equipment. 

“I wanted to put products into the world that made it easier for people to get the drag experience either full-tilt boogie or just a touch of transvestism,” Willam tells us. “You do you; unless you want to look better... then I would listen to a drag queen!” 

Tried and tested by the drag superstar himself – “They’re all road-tested, and by that, I mean I’ve been rode while wearing it,” he says – Willam chose each of the products as a way of making life easier for himself while on the road. “I asked myself how I would streamline my make-up bag and it came down to creating better products than I currently had in there with multi-uses,” he explains. The lip can be used on cheeks and eyes and the glitter can be used on arms, legs, and décolletage, as well as the face. 

“I plan on releasing new stuff hopefully quarterly; mainly so I never have to buy make-up again,” explains Willam on the future of Coverboy. “Doing more make-up that brushes aren’t required for too, because I hate cleaning brushes.”

Coverboy is available from today online.