London (ots/PRNewswire) - Rimmel London is proud to announce
international model and mental health advocate, Adwoa Aboah, as the
new global activist for the beauty brand.
Celebrating bold individualism, Adwoa will be the face of major
beauty campaigns and product launches throughout 2021 and beyond.
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.
Born and raised in London, Adwoa began modelling at the age of 18 and
landed her first VOGUE cover at the age of 22. Having modelled for
some of the world's most internationally renowned and iconic fashion
houses, Adwoa now joins a long list of trailblazing women who have
previously been the face of Rimmel London, including Kate Moss,
Georgia May Jagger, Cara Delevingne and Rita Ora.
Adwoa is one of the most recognisable models in the world, but she's
so much more than just a striking face - her candidness and ability
to inspire open discussion about mental health and feminist issues
are what truly stand her apart.
Rimmel London's call for greater authenticity in the beauty industry
marries well with Adwoa's own raw beauty and strong social values.
Alongside her unique and personal take on fashion and philanthropic
issues, Adwoa is the founder of Gurls Talk, a community-led
non-profit dedicated to promoting the mental health and wellbeing of
adolescent girls and young women. Following Adwoa's personal
experience with mental health, Gurls Talk was formed with the goal of
creating safe spaces - both on and offline - where young women
everywhere can openly share, listen, and support each other without
judgement or shame. Through weekly podcast episodes, live events, and
an online community, Gurls Talk aims to destigmatise mental health
conversations while fostering a supportive community that gives all
girls a voice.
Rimmel London is entering a new era. Whilst the brand has always
pushed the boundaries for its customers to dare to experiment and to
be 'true to you,' there is a renewed focus on celebrating and
liberating bold individualists. As the new global brand activist,
Adwoa embodies a strong sense of self, personal growth and the
ability to push down barriers to open up conversation and this
perfectly aligns with Rimmel London's ambition.
Adwoa Aboah 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."
Stefano Curti, Chief Brands Officer, Coty Consumer Beauty, said:
"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."
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.
About Rimmel London
Established in 1834, Rimmel London has been rolling with the changes
ever since - and instrumental in making many of them. Unveiling
innovative cosmetics to unapologetically offer a better kind of
beauty for all, Rimmel London encourages their audience to liberate
their individuality and enjoy make-up for what it is: a form of
self-expression. With an incredible heritage and identity firmly
rooted in London, Rimmel London's influence is undeniable, and the
brand continues to empower its audience through consumer-led
innovation and campaigns that champion the freedom of identity and
expression. Live the London Look.
For additional information about Rimmel London, please visit
About Coty Inc.
Coty is one of the world's largest beauty companies with an iconic
portfolio of brands across fragrance, color cosmetics, and skin and
body care. Coty is the global leader in fragrance and number three in
color cosmetics. Coty's products are sold in over 150 countries
around the world. Coty and its brands are committed to a range of
social causes as well as seeking to minimize its impact on the
For additional information about Coty Inc., please visit
Digital press kit: http://www.ots.at/pressemappe/PR155411/aom
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