Queen Latifah returns to Cover Girl for iconic reason
American actress and singer Queen Latifah has announced she will be resuming her role as a CoverGirl ambassador to push for a more inclusive beauty industry.
Queen Latifah first joined the brand in 2006 and was the face of the Queen Collection - its first exploration into darker skin tones - for a decade.
Now, she’s rejoining now as the face of TruBlend, a line of foundation offering more than 50 shades.
The star took to social media to break the news with her fans and share her excitement at “picking up where we left off”.
“You know what they say… Once a COVERGIRL always a COVERGIRL,” she wrote.
“It is such an honour to be back with the @COVERGIRL family and be able to work alongside boundary-pushing, diverse, and game-changing women.
“I am so excited to pick up where we left off and continue to make the beauty industry more inclusive and accessible for all.”
Sue Nabi, the CEO of Coty, CoverGirl’s parent company, told WWD that bringing Queen Latifah back would reactivate the “love factor” that made the cosmetic company a success.
“[Queen Latifah] is going to represent products such as TruBlend, our line that’s going to demonstrate our ability to be one of the most inclusive brands in the US in terms of shades.”
“She’s been an icon, and my gut feeling of … the teams in the US is that Queen Latifah is going to bring to the brand all these generations of consumers who have been in love with the brand in the past.”
The news comes after CoverGirl previously brought back spokesmodel Nikki Taylor to be the face of the company’s Simply Ageless line of products.
Nabi said bringing Queen Latifah and Taylor, aged 52 and 47 respectively, back to the brand was also meant to send a message about age inclusivity.
“You do exist after 40 years old,” Nabi said.
Image: Getty Images