Adwoa Aboah Named Global Brand Activist for Rimmel London Beauty Brand

British cosmetics brand Rimmel, now owned by Coty, Inc., has tapped Adwoa Aboah as the beauty brand’s new global activist.

Adwoa and Rimmel London are “like-minded in advocating self-expression and believe in the freeing power of makeup, not to transform but to empower all wearers,” said the brand in a PR release.

The founder of Gurl Talk joins a long list of unique, trailblazing women who have previously been the face of Rimmel London. They include Kate Moss, Georgia May Jagger, Cara Delevingne and Rita Ora.

Rimmel London says the brand is entering a new era. Stressing that it has always promoted “liberating bold individualists’ — and that’s true, based on past ambassadors — Adwoa Aboah is a perfect woman for the moment.

Talking about her new role, Adwoa 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."

Reading the statement from Stefano Curti, Chief Brands Officer, Coty Consumer Beauty, we can’t imagine even the newly reform-minded Victoria’s Secret brand ever making a statement like this one:

"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."

The quote continues: “Together, Adwoa and Rimmel London are on a mission to nurture a world where people feel free to express who they are, and they extend an unconditional invitation for you to join them.” 

AOC thought of Aboah today, remembering her British Vogue September 2020 cover, shared with Britain’s Manchester United football star Marcus Rashford, one of three players of color who received savagely racist abuse after losing the Euro 2020 final to Italy on Sunday.

You may remember Sir Richard Branson talking about watching the game, after his return from the edge of space on Sunday.

AOC will revisit this story Wednesday, as British Vogue has resurrected their cover and shared many helpful links on racism for readers.