As more fashion and beauty companies cater to conscious consumers, Rimmel taps model-activist Adwoa Aboah as its new global activist ambassador.

By Madeline Brik.

This month, Rimmel London, the popular British drugstore cosmetics brand, brought on model Adwoa Aboah as its newest ambassador. With a background in mental health awareness, the British model brings an empowering flare to the beauty company, which is now just as important for companies as a recognizable face.

It’s nothing new for brands to connect with models or social media influencers to spearhead their message. But models, actors, and online influencers are increasingly using their large followings to draw attention to socially conscious issues like sustainability, self esteem, and diversity. Aboah promotes her social values online through her non-profit Gurls Talk, a mental health platform she founded in 2016 to allow young women to support each other through open dialogues about wellbeing. When brands bring on influencers, they increase exposure to new product launches, spark conversations, and reach new consumers.

Rimmel London is not the only brand sourcing powerful influencers to drive their campaign message. H&M, the Swedish fast-fashion company, tapped Maisie Williams last month as its Global Sustainability Ambassador to support their eco-friendly initiatives. The news comes as H&M has frequently come under fire for its unethical practices.

Model agencies are subsequently looking for more than just a striking face to draw in attention as brands seek to partner with models that use their platform social and environmental causes. As a response to that need, Michael Rotimi founded the model agency Offshore in 2017 specifically to recruit models with strong vocal platforms to reach value-driven consumers. In 2020, Butterfly Cayley, Richie Keo, and Moe Lamstein founded Community to offer better inclusivity and representation in the modeling world.

The rise in conscious consumerism is pushing brands to mesh their product launches with ethical messages. Many consumers are making more active choices to support ethically produced products. By partnering with developed influencer platforms, beauty and clothing companies can bring new voices to their brand that emphasize their ethos.

Image credit: Rimmel London