How CoverGirl Are Changing Our Expectations Of Beauty Brands


CoverGirl have always done things a little differently. Their attention to charitable causes, inspirational campaigns and the multiplicity of its spokeswomen are all praiseworthy aspects of this successful cosmetics line. And with its newest venture, CoverGirl has made some further admirable developments.



With the launch of their recent #LashEquality campaign to promote diversity and inclusivity, CoverGirl announced prominent beauty blogger and YouTuber Nura Afia as the latest brand ambassador of its new So Lashy! BlastPro Mascara.

As a new face of the brand, Afia will be one of the only hijab-wearing Muslim women to ever appear in a major national cosmetics advertising campaign, which will include commercials as well as a billboard in New York City’s Time Square.

The Colorado born beauty guru joins the likes of Katy Perry and Sofia Vergara to support CoverGirl in their diversity-fuelled campaign which restructures the definitions of beauty by making it something that is inclusive to people of all “types”.


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“It’s a big accomplishment for all of us,” Afia, who has a YouTube following of over 216,000 subscribers, told CNN. “It means that little girls that grew up like me have something to look up to.”

Talking to the network Afia said that her inclusion in the campaign “shows that we’re average Americans…We’re just girls that love to play with makeup and do everyday stuff.”

Afia’s appointment comes just weeks after CoverGirl announced 17-year-old makeup artist James Charles as its first male brand ambassador, signaling a huge win for gender inclusivity. CoverGirl’s addition of both influencers highlights the important reconsiderations being made to the social stereotypes that are applied to the beauty industry.

“I never thought I would see Muslim women represented on such a large scale,” Afia told Refinery29. “I hope [this campaign] will show Muslim women that brands care about us as consumers and we’re important, especially hijabis. [We] can be featured on TV… [We] can be represented”, she added.

CoverGirl is the latest in a series of brands that are taking a progressive step towards diversity. Last year, Swedish retailer H&M introduced its first hijab-wearing model Mariah Idrissi to its advertising campaign. Similarly, in September, Anniesa Hasibuan became the first designer to present a New York Fashion Week collection where every model wore a hijab. Meanwhile, transgender models have also seen success with models such as Hari Nef being featured in major fashion campaigns and runway shows.

CoverGirls newest campaign depicts how the very narrow definitions of beauty are being challenged and widened by leading brands in order to include and represent people from all backgrounds. We love this bold and forward thinking move by CoverGirl, what are your thoughts?

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