As part of CoverGirl’s new #IAmWhatIMakeUp campaign, the global beauty brand has released a new ad featuring their first model with vitiligo, a disease in which the skin loses its natural pigmentation.
According to Cosmopolitan, model Amy Deanna takes centerstage in the new ad, which is part of a larger campaign that “celebrates the power to be who you are and who you want to be.” As she applies the brand’s truBlend foundation in two different shades, Cosmo says Deanna poses the question, “Why try to blend in when you can choose to stand out?”
Deanna seemed to answer her own question when discussing her new ad spot with People, offering that standing out in partnership with CoverGirl gives her a chance to represent often underrepresented depictions of beauty.
“Inclusivity is important—not just for people of different backgrounds and ethnicities, but also people of all sizes,” she told People. “That’s why I was so excited to partner with CoverGirl on this project. Beauty comes in all shapes, sizes, colors, etc. Let’s face it, together we are a mosaic—that in itself is beautiful. We should celebrate that.”
And for Deanna, inclusivity is not just about celebrating differences, but also challenging the norms to make room for others.
“I believe that inclusiveness will challenge unrealistic beauty standards within the beauty industry and in humanity,” she explained to People. “I remember seeing Queen Latifah on TV as a CoverGirl when I was young. That was so inspiring. I can’t express how excited I am to say, I too have had the opportunity to work with CoverGirl.”
And we can’t say how excited we are to see her in this campaign!