Queen Latifah reclaims her crown at CoverGirl

Beforehand the longtime face of CoverGirl’s Queen Assortment, Latifah returns to the cosmetics model with a good better push for inclusion.

As soon as a queen, at all times a queen. Queen Latifah has already confirmed that to be true along with her decades-long profession in leisure, however lest we overlook, the multihyphenate star has additionally been an icon within the magnificence trade. In 2006, CoverGirl enlisted Latifah to collaborate and be the face of its Queen assortment, the model’s first try at diversifying its shade vary to higher accommodate girls of coloration.

“I believed it could be so wonderful for everybody to see me as a Covergirl as a result of I didn’t get to see that CoverGirl rising up,”  she advised Essence journal in 2017, sharing that the thought for the Queen assortment was initially impressed by a remark from a fan.

“The girl got here as much as me and was like, ‘I’m so completely satisfied for you and CoverGirl. I really like that, however I want ya’ll made a shade in my complexion,’” she recalled. “I [thought], ‘okay, let’s go make a shade in your complexion’. I believed why am I CoverGirl if we will’t get our completely different shades?”  

Queen Latifah theGrio.com
Queen Latifah attends Selection’s 2022 Energy Of Girls at The Glasshouse on Could 05, 2022, in New York Metropolis. Photograph: John Lamparski/WireImage

Latifah labored with CoverGirl for over a decade earlier than the Queen assortment was discontinued. However now, the Equalizer star is again on board with the model—and as soon as once more, she’ll even be influencing better inclusity behind the scenes, studies BusinessWire. 

“It seems like a full-circle second to be again with my CoverGirl household,” stated Latifah through an announcement. “I’m excited to reconnect and collaborate with them as soon as once more to convey inclusivity to the forefront each step of the best way, from product creation to advert growth to product dissemination. I’m excited to be again and stay up for what we will create collectively!”

As famous by WWD’s Magnificence, Inc, Latifah’s reunion with the model comes as father or mother firm Coty Inc. takes the legacy model “into progress mode.”

“Bringing again Queen Latifah to the CoverGirl household was a no brainer for us. Latifah is among the strongest voices of our technology and we’re thrilled to hitch her in her endeavors to encourage and evoke change,” stated Stefano Curti, Chief Manufacturers Officer of Shopper Magnificence at Coty (h/t BusinessWire). “The long run is large for CoverGirl and Queen Latifah,”

“The emotional aspect and reference to American shoppers is tremendous, tremendous robust. And subsequently reactivating recollections, reactivating this love issue, is among the key parts of success,” provides Chief Govt Officer Sue Nabi in dialog with WWD, teasing what the brand new section of Latifah’s partnership will appear like. “[Queen Latifah is] going to symbolize merchandise corresponding to TruBlend [foundation], our line that’s going to reveal our potential to be one of the inclusive manufacturers within the U.S. when it comes to shades.”

WWD additional notes the road at the moment boasts over 50 shades—and that the 52-year-old Latifah’s return to CoverGirl can also be an announcement on ageless magnificence. As Nabi put it: “You do exist after 40 years previous.”

“She’s been an icon,” Nabi continued, later including: “Queen Latifah goes to convey to the model all these generations of shoppers who’ve been in love with the model prior to now.”

Maiysha Kai is Way of life Editor of theGrio, protecting all issues Black and exquisite. Her work is knowledgeable by 20 years’ expertise in style and leisure, a love of nice books and aesthetics, and the indomitable brilliance of Black tradition. She can also be a Grammy-nominated singer-songwriter and editor of the YA anthology Physique (Phrases of Change sequence).

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