Many girls and women look up to Zendaya not only as a beauty icon, but also as a role model. She does most of her own makeup, she not afraid to change her look, and she always looks flawless—what’s not to love?! When the 19-year-old isn’t co-producing the Disney Channel’s spy comedy K.C. Undercover, or volunteering her time at a bevy of philanthropic efforts, she’s encouraging young women to be themselves and reach for the stars. And, that’s why CoverGirl tapped her as the new face of its brand.
“Watching Zendaya’s work and authentic conversation with fans in social media was truly inspiring to us at COVERGIRL,” says Esi Eggleston Bracey, Executive Vice President, Global Color Cosmetics, P&G. “She is not afraid to stand up for what she believes, and makes no apologies for who she is—we love her energy, confidence, and willingness to experiment and express herself with makeup. I know that together, we will do big things and help evolve the perception of beauty today.”
In true form, Zendaya comes to CoverGirl with a plan: to empower girls and women alike to embrace their uniqueness, whether that means trying the latest out-there beauty trends, or being outspoken about the things that matter to you.
“I am so honored to join the company of a roster as celebrated and diverse as CoverGirls” says Zendaya. “I can’t wait to share some of my own beauty tips with fans, and work alongside CoverGirl to continue empowering girls and women to celebrate their individuality.”
Her first COVERGIRL TV spot will air live at the 58th Annual GRAMMYs, and will feature a new line up of COVERGIRL products including Plumpify Mascara by LashBlast Pro, truNAKED Eyeshadow Palette and Liners, and Oh Sugar Lip Balm. But the summer, Zendaya will be the face of the brand’s iconic line of Clean products and a new mascara.
Looks like 2016 will be a good year for her—she’s already the first celebrity ambassador for Chi haircare and she’s an X Out spokeswoman. We can’t wait to see her next move.