CoverGirl Is Ditching “Easy, Breezy, Beautiful” For This Empowering New Tagline

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Easy, breezy, beautiful…

You finished that sentence in your head, didn’t you? Few beauty and cosmetic brands have achieved what CoverGirl has over the years, establishing themselves as a beauty pillar as early as the ’60s. But now they’re rallying up their team of barrier-breaking ambassadors and getting a brand new tagline so they can flip the switch on how the world looks at beauty.


The new tagline? I Am What I Make Up. According to CoverGirl’s Senior Vice President, the new campaign is the company’s way of listening to and connecting with their consumers. “Listening to our consumers, we learned that beauty is playing a different role that hasn’t been celebrated in a big way yet.”

She said that make up is no longer about simplicity, but about expressing who you are going to be every day. At the root, it’s all about creating your own path and your own destiny.

The campaign is backed by six badass ladies who flawlessly represent the new slogan.

1. Ayesha Curry

Ayesha Curry, wife to Stephen Curry and host of her own Food Network show is one of the ambassadors for the new campaign. “I love makeup and I wear it all the time, so I want to feel good about the brand I wear. ‘I Am What I Make Up’ gives everyone the motivation to create their destiny and live their dreams…and look amazing while doing so,” she told Refinery29.

2. Shelina Moreda

Shelina Moreda was the first female pro-motorcycle racer to compete at the Indianapolis Motor Speedway, so the idea of finding ways to stand out doesn’t scare her one bit. “My partnership with CoverGirl shows the world that it’s okay to have an active, yet powerful career and still value feeling pretty,” she said. “Makeup is something I’ve always enjoyed and it’s something that sets me apart when I’m on the racetrack. I am happy that I’m able to encourage other people to unapologetically be themselves, pursue what they love, and share it with the world.”

3. Issa Rae

“My work with CoverGirl is so important because I always felt like an awkward black girl, and I know there are millions of other girls who feel the same. We want to show them that it’s okay, that it’s more than okay, to live your life with authenticity. And that’s what makes you beautiful,” actress and producer Issa Rae told Refinery29.

4. Katy Perry

Katy Perry has been a CoverGirl ambassador for a while now, and she definitely meets the criteria for the company’s new motto. “There are a lot of people who walk into a room wearing no makeup but they just have such a presence and an energy. It’s very powerful, but I don’t discriminate against a person that you can slice through their face because they’re wearing so much makeup,” she told Refinery29.

5. Maye Musk

69-year-old model Maye Musk says, “I’ve had the benefit of working with a lot of wonderful artists through the years, and it’s a fascinating process: You start as a blank canvas and then a transformation occurs, but there’s always a very real and honest piece of me there, too.”

6. Massy Arias

Fitness Guru Massy Arias says the opportunity to be an ambassador for CoverGirl is humbling and exciting, and she sees it as an opportunity to inspire. “Finding power within looks is different for different people, and ‘I Am What I Make Up’ says you can proudly, unapologetically tap into it and show it off to the world. Makeup can be an easy-to-access superpower for anyone,” she told Refinery29. “Based on however you feel or whatever is happening in your life, it offers the ability to express and transform, just like fitness.”

Colleen Matthews
Raised in Fayetteville, Arkansas, Colleen grew up cheering on the Razorbacks, fishing with her dad, learning about southern hospitality from her mom, and enjoying the best of The Ozarks. When she's not writing, she's likely spoiling her black lab, playing pranks on her husband, chasing around her nieces and nephews, or rearranging her house.

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