Queen Latifah Returns as the Newest COVERGIRL
COVERGIRL announced the return of Grammy award-winning and Oscar-nominated artist, producer, label president, author and entrepreneur Queen Latifah as the brand’s newest COVERGIRL. For more than a decade, Latifah partnered with the brand to launch iconic makeup collections for the brand, including Clean Foundation and Outlast Lipcolor.
In January 2006, COVERGIRL collaborated with Latifah to pave the way for inclusive makeup to become mainstream, by creating one of the first lines in mass cosmetics made specifically for deeper skin tones. The Queen Collection changed the entire beauty landscape, as it encouraged other brands to expand their lines for women of color. COVERGIRL continues to include deeper shades in their collections such as their TruBlend Liquid Foundation collection, which has more than 50 different shades.
“It feels like a full circle moment to be back with my COVERGIRL family,” said Queen Latifah. “I’m excited to reconnect and collaborate with them once again to bring inclusivity to the forefront every step of the way, from product creation to ad development to product dissemination. I’m excited to be back and look forward to what we can create together!”“Bringing back Queen Latifah to the COVERGIRL family was a no-brainer for us. Latifah is one of the most powerful voices of our generation and we are thrilled to join her in her endeavors to inspire and evoke change. She has helped us evolve the brand to include products that help women and men of all ages and skin tones live their true selves with beauty that fit their needs. The future is big for COVERGIRL and Queen Latifah,” says Stefano Curti, Chief Brands Officer, Consumer Beauty, at Coty, home to COVERGIRL. Latifah will be the face of a yet-to-be-announced collection from COVERGIRL and will be joining the brand in a multi-year partnership.