IN 2021, do you have to be committed to a cause in order to be a brand ambassador? The question arises as the public increasingly demands greater involvement from the players in many sectors, including fashion and beauty. The latest announcement from the brand Rimmel London tends to confirm the phenomenon. It has just appointed a new global face, and not just any one British model and activist Adwoa Aboah.


While Adwoa Aboah is known worldwide for her modeling skills, she has also made a name for herself through her activism in many causes. At 28 years old, the model is one of the first to have advocated for values that have now become more common in the beauty industry, such as self-expression, and to have committed herself to key issues such as mental health. Starting today, she will be the face of Rimmel London's campaigns and launches.

It is for all these qualities that Rimmel London has chosen Adwoa Aboah. And it appears that the model won't be limited to the role of a face, since she has been appointed "new global brand activist," a brand new role and one that fits the British activist perfectly. "Adowa is more than a brand ambassador; she is one of the most powerful voices of her generation! She is a force of nature and an activist, on a relentless mission to make the world a better and safer place for girls and women," Rimmel London commented on its Instagram account.


An unusual career path

A Londoner of Ghanaian origin, Adwoa Aboah has always been involved in fashion and modeling in some form. A passion probably transmitted by her parents, whose jobs were directly linked to the industry. While she may have got her start at a very young age, it wasn't always smooth sailing, with difficult periods of depression and addiction, before her meteoric rise in 2016. But this past has without a doubt played a role in the creation of non-profit community organization Gurls Talk, designed to help women talk about their fears, whether related to their relationships, sex, mental illness, or addiction.

A genuine inspiration for many teenage girls and women, Adwoa Aboah is the embodiment of this initiative  committed, authentic, bold, and inspiring -- and she is not afraid to push the envelope in a very demanding industry.

"Adwoa 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. Adwoa is at the forefront of modern female conversation.... 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," noted Stefano Curti, Chief Brands Officer, Coty Consumer Beauty, regarding the partnership.