Rimmel London has named international model and mental health advocate, Adwoa Aboah, as the new global activist for the beauty brand.
Aboah will be the face of major beauty campaigns and product launches throughout 2021, following in the footsteps of other trailblazing women who have fronted campaigns for the brand including Kate Moss, Rita Ora, Georgia May Jagger and Cara Delevingne.
Born and raised in London, Aboah began modelling at the age of 18 and landed her first VOGUE cover at the age of 22 and is now one of the most recognisable models in the world, known for her candidness and ability to inspire open discussion about mental health and feminist issues.
Aboah is also 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 platform 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 with the partnership with Aboah and a "renewed focus on celebrating and liberating bold individualists". As the new global brand activist, Aboah 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", the brand said.
Adwoa Aboah said of the partnership: "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."