Biritsh cosmetics brand Rimmel London has named global street artist, Indie184, as its new Chief Artistic Officer.
Indie184 will star in the Coty-owned brand’s new campaign The Art of Beauty.
She will be tasked with translating her artistic perspective to beauty looks, created with the brand’s line of products.
She will also consult on the creation of brand content that will be rolled out in February.
“I’m excited to begin a new artistic journey with Rimmel London,” said Indie184.
“As an artist, I have always appreciated the individuality that comes with creating a make-up look.”
Chandra Coleman, VP of US Marketing at Rimmel London, added: “Indie184 is an amazing artistic talent and we are thrilled to have her creative mind as an asset to the brand.
“Rimmel is all about redefining beauty standard and using our products to create your unique, bold and edgy look. We’re so excited about this rich partnership.”
The native New Yorker has been active in graffiti for over a decade and a half with her pieces scattered world-wide from the South Bronx to the streets of Paris.
