Lili Reinhart has been appointed as the spokesperson for cosmetics brand CoverGirl.
The Riverdale actress, who has previously worked with brands including H&M, Bongo, Dermalogica and The Mighty Company, announced she was the latest CoverGirl on Instagram on Wednesday morning.
“Meet your newest @COVERGIRL (lipstick emoji) I am pinching myself at the opportunity to represent such an iconic make-up brand and be the face of their newest line, coming very soon,” she teased. “As a COVERGIRL, my goal is to advocate for confidence & self-acceptance in a world where so many young men and women feel compelled to change themselves. I can’t wait to start this journey. #EasyBreezyBeautiful.”
Representatives at the American company shared the same picture, showing the Hustlers star wearing minimal make-up, and added, “SURPRISE! The secret is out: @lilireinhart is our newest #COVERGIRL! We’re SO excited to welcome such an authentic, inspirational, talented actress & author to the Easy Breezy family.”
The 23-year-old is the first CoverGirl to be appointed since 2017, when a diverse range of stars were introduced as a part of a re-branding effort. Of the group, Insecure actress Issa Rae, model Maye Musk and TV personality Ayesha Curry have remained with the brand.
Erika Woods, vice president of marketing for the CoverGirl brand at Coty, told WWD that Reinhart was chosen thanks to her popularity with the Generation Z market.
“She represents someone who we haven’t explored in this (new cast of CoverGirls) – she has a strong following amongst Gen Z and she’s inspirational,” she said. “She’s honest and raw and a great role model for young girls.”
The actress will front a new product launching in early 2020.
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