Rimmel London is proud to announce international model and mental health advocate, Adwoa Aboah (pictured above), as its new global brand activist.
Celebrating bold individualism, Aboah will be the face of major beauty campaigns and product launches throughout 2021 and beyond.
Born and raised in London, Aboah 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, Aboah 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.
Aboah 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.
Alongside her unique and personal take on fashion and philanthropic issues, Aboah 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.
“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,” said Aboah.
“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.”
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, 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.
“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,” said Coty Consumer Beauty chief brands officer, Stefano Curti.
“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.”
Image source: Rimmel London.
