“It feels like a full circle moment to be back with my CoverGirl family,” Latifah said. “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!”
For more than a decade, Latifah partnered with the brand to launch iconic makeup collections, including the Clean Foundation and Outlast Color. In January 2006, CoverGirl joined forces 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 — the company said.
Since then, CoverGirl has worked to include deeper shades in its collections, including the TruBlend Liquid Foundation line, which currently has more than 50 shades.
“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” said Stefano Curti, chief brands officer of consumer beauty at Coty, home to CoverGirl. “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.”
In this role, Latifah, who joins the brand in a multi-year partnership, will be the face of a yet to be announced collection.