Rimmel London appoints Adwoa Aboah as global brand activist

A new face is joining the Rimmel London family.

The beauty brand announced that international model Adwoa Aboah has been named its new global activist.

In this role, Aboah will serve as the face of several major beauty campaigns and product launches and work with the brand in advocating for self-expression and the freeing power of makeup, the company said.

“I am honored 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,” Adwoa Aboah said. “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.”

In addition to modeling for some of the world’s internationally renowned iconic fashion houses and gracing the cover of such fashion magazines like Vogue, Aboah is the founder of Gurls Talk, a community-led non-profit that aims to promote the mental health and wellbeing of adolescent girls and young women.

“Adwoa is one of the most powerful voices of her generation. She never apologizes for being herself, which perfectly encapsulates Rimmel London's mission to prioritize diversity and inclusion and to empower the people that buy our products to be the best and truest version of themselves,” Stefano Curti, chief brands officer at Coty Consumer Beauty, said. “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 modeling career. We are honored 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.”