THE WHAT? Coty-owned Rimmel London has announced the appointment of model and mental health advocate, Adwoa Aboah, as Global Brand Activist, fronting major campaigns and product launches throughout 2021 and beyond.

THE DETAILS In her new role, Aboah will stand for self-expression and the freeing power of make-up to empower, not transform.

 “I am honoured to be the new face of Rimmel London and to be given this amazing platform to connect with people all over the world,” Aboah commented. “Being yourself isn’t always that easy to do – and in the past I’ve really struggled with it. Together we’re going to keep encouraging people to feel comfortable in their own skin and to be proud of the things that make them unique.”

THE WHY? The make-up brand said that it ‘was entering a new era’ with a renewed focus on celebrating and liberating bold individualists. Stefano Curti, Chief Brands Officer, Coty Consumer Beauty, explains, “Adwoa is one of the most powerful voices of her generation. She never apologises for being herself, which perfectly encapsulates Rimmel London’s mission to prioritise diversity and inclusion and to empower the people that buy our products to be the best and truest version of themselves. Adwoa is at the forefront of modern female conversation – effortlessly blending her advocacy for mental health with her role as Founder of Gurls Talk; a platform which truly champions inclusivity, alongside her impressive modelling career. We are honoured to be working with Adwoa and are excited for us to join forces – to create a more inclusive, more open and better beauty industry – for all.”