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LONDON, May 6, 2021 /PRNewswire=KYODO JBN/ --

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

www.rimmellondon.com.

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 environment.

For additional information about Coty Inc., please visit www.coty.com.

Photo - https://mma.prnewswire.com/media/1504257/Rimmel_London_Adwoa_Aboah.jpg

Source: Rimmel London