The Fashion Awards 2019 held at the Royal Albert Hall Featuring: Adwoa Aboah Where: London, United Kingdom When: 02 Dec 2019 Credit: Keith Mayhew/Cover Images

The model will be the face of major beauty campaigns, which will focus on empowerment and self-expression.

Adwoa Aboah has been named the first-ever global activist for Rimmel London.

The 28-year-old model will collaborate with the iconic beauty brand on a series of major campaigns and product launches, focusing on empowerment and self-expression.

“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,” Adwoa said in a statement on Thursday.
“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.”

The model is also the founder of Gurls Talk, a non-profit organization that promotes the mental health and wellbeing of teenage girls and young women.

She also took to Instagram to share the exciting news and told her followers she was honoured to be working with the brand.

“What is life… Growing up in London, I have always known and loved the brand. I have seen so many iconic faces represent Rimmel and I am honored to be the new one. I’m excited to bring something new and fresh… I cannot wait to see what we create together,” she wrote.

Stefano Curti, Chief Brands Officer at Coty Consumer Beauty, which owns Rimmel London, said their collaboration with Adwoa would help to overhaul the beauty industry.

“Adwoa is one of the most powerful voices of her generation,” he shared. “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.”

—Reuters

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