The collaboration marks a shift in focus for the Coty-owned beauty brand as it moves to promote individuality
British supermodel and Vogue cover star Adwoa Aboah has been named as Rimmel London’s new Global Brand Activist, as the beauty brand enters a new era in its history.
As a new face of the brand, the 28-year-old will appear in major beauty campaigns and product launches, and will use her platform to elevate the brand’s advocacy projects.
She joins Rimmel’s famous frontwomen Kate Moss, Georgia May Jagger, Cara Delevingne and Rita Ora who have previously served in partnership roles for the Coty-owned brand.
Together with Aboah, who founded Gurls Talk, a mental health charity dedicated to helping teenage girls and women who struggle with their mental health wellbeing, Rimmel is refocusing its attention on advocating individuality.
“Adwoa is one of the most powerful voices of her generation,” said Stefano Curti, Coty’s Chief Brands Officer.
“She never apologies 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 [...] – alongside her impressive modelling career.”
He continued: “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.”
Aboah is no stranger to a beauty link up, having already stepped out for Revlon to support her Gurls Talk initiative.
For the collaboration, the American colour cosmetics brand, which Aboah serves as a brand ambassador for, released a trio of kits developed by the model.
Speaking about her new deal with Rimmel, she said: “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.
“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.”