Boots own-brand No7 has named London make-up artist Joy Adenuga as its latest ambassador.
Adenuga will front the drugstore brands Restore & Renew Serum Foundation SPF 30 marketing campaign.
Nearly two million skin tones were analysed over three years to create the 18 shade foundation line.
“No7 is a brand that I have always admired and respected for their make-up innovation, high quality products and commitment to helping women look and feel beautiful," said Adenuga.
Aesthetician and author, Dija Ayodele, will also continue her partnership with No7 as part of its education programme with industry representatives British Beauty Council.
The initiative aims to educate up-and-coming content creators on skin care.
Tackling misinformation in the beauty industry, the marketing programme aims to up-skill social media influencers by providing education modules designed to tackle misleading and incorrect content.
The online course has been created by educational technology company Learning with Experts and will form the starting point of the No7 Beauty Company Creator Collective.
Influencer Alison Young, journalist Alice Hart-Davis and dermatologist Dr Aamna Adel are also part of the beauty marketing campaign with Ayodele.
Former L'Oréal skin care chemists Victoria Fu and Gloria Lu launched Chemist Confessions after being frustrated by being governed by marketers, having little control over projects and as a "last hurrah to the corporate industry".
With hundreds of thousands of followers on Instagram and YouTube, the leaders of a new social movement helping consumers sort fact from fiction are fighting misinformation in beauty.
The community, made up of cosmetic scientists, highlights popular myths about the beauty industry (such as whether parabens really are bad) and then separates the fact from fiction in easy to digest, often whimsical, posts on social media.
For Fu, the community is about reaching consumers new to cosmetics and "those people that are lost" by the overwhelming amount of conflicting information with regard to ingredients.