Why blend in when you can choose to stand out? Women all over the world are helping us feel empowered to embrace our natural beauty rather than cover ourselves up until we feel we met some kind of expectation. Saying we’re thrilled that the face of beauty is changing doesn’t even capture our excitement. It’s been overdue, but brands like CoverGirl are beginning to show that beauty isn’t determined by perfect skin or the perfect body—have you seen the mannequins with cellulite?
CoverGirl’s rebranding began last year when they changed their “Easy, Breezy, Beautiful” slogan to “I Am What I Make Up.” In addition to their new slogan and new products, CoverGirl featured new brand ambassadors, like actress, writer, and producer Issa Rae, chef and Food Network star Ayesha Curry, and 69-year-old model Maye Musk.
CoverGirl is serious about inclusivity and changing how we think when it comes to beauty. Their newest foundation campaign features model, Amy Deanna, who has a skin condition called vitiligo. Vitiligo is a skin condition that is characterized by patches of skin that lose their pigment on various spots across the body. While CoverGirl could easily feature a video of Deanna covering up her face with makeup to create an even tone, instead the brand’s campaign video shows Deanna flaunting her unique skin and using different shades of TruBlend Foundation.
In a press release Deanna said, “I work with CoverGirl; I’m a black woman; I have vitiligo. That is empowering.” We agree 100%, and we are hopeful for the standards of beauty to change across the board. Deanna told People, “I’m thankful to take part in this. It’s surreal. I believe that inclusiveness will challenge unrealistic beauty standards within the beauty industry and in humanity.”
Inspired by Amy? Her top tips for self-love include being nicer to yourself, standing in front of the mirror, smiling, and finding a compliment to make, and believing you can be whatever you want to be.
Follow Amy Deanna on Instagram.
Kate Wilke is a 200-RYT yoga instructor, meditation teacher, and Integrative Nutrition Health Coach. She teaches and works with clients in Nashville, TN. She believes in self-care in the form of colorful, healthy cooking, daily walks with her dog, and a glass of red wine. Follow her on Instagram — @meditatekate