The Ritz Herald
Adwoa Aboah. © Rimmel London

Rimmel London Names Adwoa Aboah as New Global Brand Activist

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

Published on May 06, 2021

Rimmel London announces 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 modeling at 18 and landed her first VOGUE cover at 22. Having modeled 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 recognizable models in the world. Still, 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 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 to create safe spaces – both on and offline – where young women everywhere can openly share, listen and support each other without judgment or shame. Through weekly podcast episodes, live events, and an online community, Gurls Talk aims to destigmatize mental health conversations while fostering a supportive community that gives all girls a voice.

Rimmel London is entering a new era. While the brand has always pushed the boundaries for its customers to dare to experiment and 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, which perfectly aligns with Rimmel London’s ambition.

Adwoa Aboah said: “I am honored 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 apologizes for being herself, which perfectly encapsulates Rimmel London’s mission to prioritize diversity and inclusion and empower the people who 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 that truly champions inclusivity, alongside her impressive modeling career. We are honored 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.

Culture Editor