Adwoa Aboah, a model and mental health advocate, will assume this role and play a significant part in major beauty campaigns and product launches in 2021 and beyond.

The collaboration between Rimmel London and Adwoa Aboah is rooted in a shared belief in celebrating individualism and the empowering nature of makeup. Their goal is not to transform but to empower individuals through makeup, allowing them to freely express themselves.

Adwoah Aboah, a London native, has been a prominent figure in the modeling world since the age of 18. She achieved her first Vogue cover at 22 and has graced the runways and campaigns of numerous renowned fashion brands.

In her new role as Rimmel’s global activist, she joins the ranks of other notable faces who have represented the brand, including Kate Moss, Georgia May Jagger, Cara Delevingne, and Rita Ora. What sets Adwoa Aboah apart is her candidness and her ability to initiate open discussions about mental health and feminist issues.

Rimmel London, as a brand, is entering a fresh era with a renewed focus on celebrating and liberating bold individualists. Adwoa’s strong sense of self, personal growth, and her ability to break down barriers and foster open conversations align perfectly with Rimmel London’s ambitions for the future. This collaboration marks a significant step forward for both the brand and Adwoa Aboah as they champion self-expression and empowerment through makeup.

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