“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.
In terms of her own personal experiences in the fashion and beauty industry, Aboah says she’s finally seeing less tokenism on set. “There were many times where I felt like the only one on set, in regards to race, and I’m seeing more and more now, that that’s no longer the case.”‘s Wonder’Extension Mascara, which Aboah will be the face of.
on such a large scale has the potential to address and reverse the industry’s past wrongdoings. “The beauty industry and positive mental health have not always aligned, butcan do the work [to change that] with the part I play,” she says. “If I’m being myself and not giving off this perception that I’m a fully formed, perfect, self-loving, confident human being, that will be a key factor in [this partnership]. I take my responsibility to my community seriously.