The television chef and winner of The Great British Bake Off 2015 will front the make-up brand's confidence campaign
Behind the scenes of Nadiya Hussain's campaign for IT Cosmetics
IT Cosmetics has named The Great British Bake Off winner and television chef Nadiya Hussain as its latest ambassador.
The deal with the L'Oréal-owned brand marks Hussain's first-ever beauty campaign.
Hussain will front IT Cosmetics' upcoming CC+ Cream advert, set to launch on 7 September, and feature in marketing pushes throughout the year.
"It is not always easy to celebrate the thing that makes you different. It has always been my skin," said the 37-year-old.
"The colour that my body is enveloped in has made me feel excluded and unsure of the thing that I am most proud of today.
"To find a product that not only allows me to wear my skin with even more confidence but also makes me feel prouder of who I am, is the kind of campaign that I want to put my face to.”
Hussain joins current brand spokesperson and make-up artist Rose Gallagher in the CC+ Confidence campaign, along with content creator Natalie Lee and Maria Reyes, IT Cosmetics’ Retail & Education Manager.