“We have admired America for years and her message about owning your identity as your superpower. She is intelligent, authentic and fearless and always honors herself, which is exactly what the CoverGirl brand loves about her,” Stefano Curti, chief brands officer of consumer beauty at Coty, home to the CoverGirl brand said. “America is a powerful and thought-provoking role model and an advocate for individualism and inclusion, making her a natural CoverGirl partner, as we continue to make beauty accessible and inclusive, through products and campaigns that speak to all audiences, including the LatinX community.”
Ferrera’s simple and fresh-faced approach to beauty, and philosophy of embracing natural beauty regardless of social or cultural standards made her a natural fit for the brand, the company said.
“Easy and natural makeup has always been my favorite kind of beauty. I like to feel and look like myself. Between traveling, producing, acting and being a mom, I like to keep my routine to simple steps that make me feel naturally beautiful,” America Ferrera said. “For me, beauty is about loving and accepting myself first and foremost and as a CoverGirl, I want to share that message; Your uniqueness is what makes you beautiful and your authentic identity is your superpower. I am an actor, a director, a businesswoman, a mom, a Latina, a first-generation American; and now, I am a CoverGirl.”
Ferrera will be featured in campaigns for CoverGirl that are to be announced at a later date, the company said.