The Superstore actress will front future campaigns for the Coty-owned make-up brand as it shifts its focus towards the 'clean' beauty sphere.
CoverGirl has signed Ugly Betty and Superstore star America Ferrera as its latest ambassador, promoting a fresh-faced beauty look as the make-up brand moves towards a 'clean' beauty future.
Kicking off her career in the early 2000s in films including Real Women Have Curves and The Sisterhood of the Traveling Pants, the 37-year-old landed her breakthrough role playing the title character in hit comedy-drama Ugly Betty from 2006-2011, which saw her receive critical acclaim and several awards, including becoming the first Latina actress to win a Primetime Emmy.
Most recently starring in sitcom Superstore, she caught the eye of CoverGirl because of her belief in embracing one's natural beauty regardless of social or cultural standards, according to the Coty-owned drugstore staple.
“Easy and natural make-up has always been my favourite kind of beauty. I like to feel and look like myself,” said Ferrera.
“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.”
Stefano Curti, Chief Brands Officer for Consumer Beauty at Coty, said that the brand had “admired America for years”, adding: “She is intelligent, authentic and fearless and always honours herself, which is exactly what the CoverGirl brand loves about her.
“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 will be the face of future campaigns for CoverGirl, which recently launched its first-ever skin care collection on the back of its highest level of growth in five years as it celebrates its 60th birthday this year.
She joins an extensive line-up of famous faces in representing the brand, including Zendaya, James Charles and Lili Reinhart, as well as US supermodel Niki Taylor, who returned to CoverGirl this year as the face of its Simply Ageless range, 23 years after her original campaign in 1998.