Coty-owned beauty brand Covergirl has named Riverdale star Lili Reinhart as its latest brand ambassador.
The 23-year-old was hired to play Betty Cooper in the hit US series in 2017 and appeared alongside Jennifer Lopez and Constance Wu in the box office success Hustlers earlier this year.
She is also renowned in the industry for her creative talents, as a poet and, more recently, author.
“We’re excited for Lili to join our Covergirl family as she embodies a woman who is unapologetically herself - she is authentic, talented and truly lives by what she believes in,” said Covergirls’ VP of Marketing, Erika Woods.
“It is truly an iconic moment to be inaugurated into a long line of Covergirls who represent culture, beauty, self-expression and individuality in an accessible and real way.”
Reinhart will be the face of the brand’s upcoming collection, to be announced in spring 2020.
Commenting on her new role, she said: “Since I was 13, make-up has been an incredible source of confidence for me and a tool that can be used to enhance the natural beauty that exists in all of us.
“I am so honoured to partner with Covergirl, an iconic brand that is inclusive of anyone who finds joy in playing with make-up.”
Covergirl ambassadors include singer Katy Perry, YouTuber James Charles, actress Zendaya Coleman and model Amy Deanna.