Adwoa Aboah has been appointed as Rimmel London’s global activist, celebrating ‘bold individualism’ through upcoming beauty campaigns and product launches.
Following in the footsteps of previous Rimmel brand ambassadors Kate Moss, Georgia May Jagger, Cara Delevingne and Rita Ora, the international model and mental health advocate will work in tandem with the cosmetics company to inspire open discussions surrounding mental health and feminist issues.
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With its renewed focus on celebrating and liberating bold individualists, Rimmel London welcomes Adwoa Aboah into the fold as it aims to create more authenticity within the beauty industry.
Known as much for her social activism and mental health advocacy as she is for modelling, Aboah has never shied away from speaking her truth or using her platform and status as a way to bring attention to the causes closest to her heart. As the founder of Gurls Talk, a community-led non-profit dedicated to promoting the mental health and wellbeing of adolescent girls and young women, the Westminster native encourages women everywhere to speak openly, share, listen, and support each other without judgement or shame.
“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 of her new role. “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, added: “Adwoa Aboah 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.”
