with model and mental health advocate Adwoa Aboah stepping up to the role.

The company said that “celebrating bold individualism, Adwoa will be the face of major beauty campaigns and product launches throughout 2021 and beyond”. 

And it added that the brand and the model are “like-minded in advocating self-expression and believe in the freeing power of makeup, not to transform but to empower all wearers”.

Londoner Aboah has been modelling since she was 18, and landed her first Vogue cover at the age of 22, as well as starring in runway shows and campaigns for a raft of big-name fashion labels.

As Rimmel’s new activist, she joins a number of famous faces who’ve fronted the brand, including Kate Moss, Georgia May Jagger, Cara Delevingne and Rita Ora.  

Rimmel said among the reasons it selected her was that “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”.

And it added that as a brand, it’s “entering a new era”. It said it has “always pushed the boundaries for its customers to dare to experiment and to be 'true to you’, [but] 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”.