“I think brands are realizing that the things that worked before, just don’t anymore,” Adwoa Aboah tells me over a Zoom call. The British model, who was born and raised in London, has just been tapped as the new brand activist for Rimmel London, and will appear in campaigns for the beauty brand throughout the rest of 2021 and beyond. “If brands want to have longevity, then they’re going to have to be more inclusive in not only their imagery and the stuff that we all see, but also in their offices, on set, and in their boardrooms.”
An outspoken advocate for more diversity in the beauty industry, Aboah says she’s proud to partner with Rimmel London because of the brand’s full backing of her message, and their trust in the way she delivers that message. “I’m excited because Rimmel is aligning themselves with me and everything I stand for in regards to my activism,” she says. “And I’m glad that my opinion matters and that being myself is key to creating great i