COVERGIRL
An American mass-market cosmetics brand known for accessible makeup, celebrity endorsements, and inclusive beauty marketing.
Last updated October 14, 2026
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Overview
COVERGIRL is an American consumer cosmetics brand established in 1961 by the Noxzema Chemical Company. It began with Clean Makeup, a small range marketed as medicated face makeup because the formula used ingredients associated with Noxzema, including camphor, menthol, and eucalyptus. From its earliest advertising, the brand connected cosmetics with recognizable models and actresses appearing on the covers of women's magazines, helping establish the name COVERGIRL as a shorthand for a fashionable but attainable beauty image. The brand's initial appeal was rooted in accessibility. Rather than positioning itself as a luxury or professional makeup house, COVERGIRL sold consumer-grade products through mass retail and emphasized uncomplicated, natural-looking beauty. Its advertising helped popularize a fresh, youthful, girl-next-door aesthetic. Jennifer O'Neill became a particularly important early spokesperson after signing with the brand in 1963. Her relationship with COVERGIRL lasted approximately three decades and contributed substantially to the brand's national visibility. Other early representatives, including Cybill Shepherd, reinforced the company's preference for approachable rather than heavily stylized beauty imagery. COVERGIRL expanded its cultural reach through a succession of prominent contracts. In 1979, Cheryl Tiegs received a five-year agreement reported at the time as the highest-paid modeling contract of its kind. Christie Brinkley later became one of the brand's longest-serving representatives. During the 1980s and 1990s, the brand used high-profile models, actresses, singers, and television personalities to connect mass-market makeup with mainstream popular culture. The advertising line “Easy, breezy, beautiful” was introduced in 1997 and became one of the most recognizable slogans in cosmetics, expressing the brand's promise of an uncomplicated, natural-looking result while helping it appeal strongly to younger consumers. The product portfolio has included foundation, concealer, powder, blush, eye shadow, eyeliner, mascara, lipstick, lip gloss, and related skincare-oriented makeup. Notable lines have included Clean Makeup, LashBlast, and Simply Ageless. Product development has generally focused on everyday wear, broad retail availability, accessible pricing, and claims related to a fresh or natural appearance. The Clean franchise also became associated with charitable activity through partnerships supporting access to safe drinking water. COVERGIRL's ownership changed twice in the modern period. Procter & Gamble acquired the brand from the Noxell business in 1989. Coty completed its acquisition of Procter & Gamble's specialty beauty business, including COVERGIRL, in 2016. Under Coty, the brand undertook a major identity refresh in 2017, replacing its long-running slogan with “I Am What I Make Up,” introducing a redesigned logo, and updating packaging, product presentation, and communications. The repositioning emphasized self-expression and individuality rather than a single conventional beauty ideal. The brand has also broadened its representation. Lana Ogilvie became COVERGIRL's first Black model under an exclusive contract in 1992, according to the brand's documented history. Later representatives included Queen Latifah, Rihanna, Pink, Janelle Monáe, Katy Perry, Zendaya, Sofia Vergara, Ellen DeGeneres, Ayesha Curry, and Lili Reinhart. James Charles was announced in 2016 as the brand's first male spokesperson. In 2018, Amy Deanna became the first COVERGIRL model with vitiligo, reflecting the company's increasing emphasis on visible diversity in beauty marketing. Today, COVERGIRL remains an active mass-market makeup brand within Coty's portfolio. Its identity combines high-recognition advertising, broad consumer distribution, product lines for everyday makeup use, and campaigns designed to present cosmetics as a tool for personal expression. Specific product availability and brand communications vary b…
History
COVERGIRL was created in 1961 by the Noxzema Chemical Company in the United States. Its first range, Clean Makeup, consisted of six products and was promoted as medicated face makeup because of ingredients associated with Noxzema. The brand's name and marketing strategy were built around the idea that models, actresses, and singers appearing on magazine covers could represent the products to ordinary consumers. Jennifer O'Neill became a COVERGIRL spokesperson in 1963 at age 14. Her approximately 30-year relationship with the company became a defining part of its early growth. Cybill Shepherd and other representatives helped establish a fresh, wholesome, approachable look that contrasted with more heavily made-up fashion imagery of the late 1960s. In 1979, Cheryl Tiegs signed a five-year contract reportedly worth $1.5 million, described at the time as an unprecedented modeling agreement. Christie Brinkley subsequently became another important long-term face of the brand. The company grew through mass retail distribution and a broad assortment of consumer cosmetics. During the 1980s and 1990s, its advertising used prominent models, actors, musicians, athletes, and television personalities. The slogan “Easy, breezy, beautiful,” introduced in 1997, became central to the brand's identity and expressed a promise of accessible, natural-looking beauty. COVERGIRL also expanded the range of people represented in its advertising. Lana Ogilvie became the first Black model to receive an exclusive contract with the brand in 1992, while later campaigns featured representatives from entertainment, sport, digital media, and other fields. Procter & Gamble acquired COVERGIRL in 1989. During Procter & Gamble's ownership, the brand continued developing complexion, eye, and lip products, and it participated in charitable initiatives connected with clean drinking water. In 2010, the Clean Makeup for Clean Water program supported Procter & Gamble's Children's Safe Drinking Water initiative. The partnership was reported to have generated a $500,000 donation and 50 million liters of drinking water through the Clean Makeup line and related activity. Coty acquired COVERGIRL when it completed its purchase of Procter & Gamble's specialty beauty business in 2016. In 2017, the brand introduced a broad rebrand. The new “I Am What I Make Up” strapline replaced the previous slogan, while the logo, packaging, tone of voice, and product presentation were revised. The accompanying Made in the Mirror film featured figures including Ayesha Curry, Issa Rae, Massy Arias, Katy Perry, Maye Musk, and Shelina Moreda. The creative direction placed more emphasis on makeup as a means of identity and self-definition. COVERGIRL continued broadening its public representation. Zendaya joined the brand in 2016, Ayesha Curry in 2017, Amy Deanna appeared as the first model with vitiligo in 2018, and Lili Reinhart was announced as a spokesperson in 2019. Other representatives over the brand's history have included Drew Barrymore, Queen Latifah, Rihanna, Taylor Swift, Pink, Janelle Monáe, Katy Perry, Sofia Vergara, Ellen DeGeneres, Tyra Banks, and Becky G. The brand remains active under Coty and continues to sell mass-market makeup, although individual products, campaigns, and market availability change over time.
- 2019
Lili Reinhart becomes a spokesperson
[1]Lili Reinhart was announced as a new representative of the brand.
- 2018
Amy Deanna appears in a COVERGIRL campaign
[1]Amy Deanna became the first COVERGIRL model with vitiligo, according to the brand's documented history.
- 2017
The brand launches “I Am What I Make Up”
[1]COVERGIRL introduced a new slogan, visual identity, packaging system, and campaign platform.
- 2016
James Charles becomes the first male spokesperson
[1]The appointment expanded the brand's approach to beauty representation and digital creators.
- 2016
Coty acquires COVERGIRL
[2]Coty completed its acquisition of Procter & Gamble's specialty beauty portfolio, including COVERGIRL.
- 2010
Clean Makeup for Clean Water program
[1]COVERGIRL supported Procter & Gamble's Children's Safe Drinking Water initiative through its Clean Makeup franchise.
- 1997
The “Easy, breezy, beautiful” slogan is introduced
[1]The slogan became a defining element of COVERGIRL's communications for roughly two decades.
- 1992
Lana Ogilvie receives an exclusive contract
[1]Lana Ogilvie became the first Black model to represent COVERGIRL under an exclusive contract, according to the brand's documented history.
- 1989
Procter & Gamble acquires the brand
[1]COVERGIRL became part of Procter & Gamble after the company acquired the Noxell business.
- 1979
Cheryl Tiegs signs a major modeling contract
[1]Cheryl Tiegs signed a five-year agreement reportedly worth $1.5 million, described at the time as a record modeling contract.
Products and positioning
Mass-market, accessible, everyday cosmetics with an emphasis on natural-looking beauty, broad representation, and self-expression.
Foundation and complexion makeup · 1961
Clean Makeup
COVERGIRL's original product franchise, launched in 1961. The initial range was promoted as medicated face makeup and used ingredients associated with Noxzema. Over time, the Clean name became associated with lightweight, everyday complexion products and sensitive-skin-oriented variants, while product formulations and claims changed across different generations.
Mascara
LashBlast
A major COVERGIRL eye-makeup franchise focused on mascara. LashBlast products have been marketed around fuller-looking or more dramatic lashes and have helped make mascara one of the brand's most visible categories. The line has included multiple formula and brush variations aimed at different lash effects.
Foundation and complexion makeup
Simply Ageless
A complexion range positioned around makeup for mature consumers and a smoother-looking finish. The franchise gained visibility through advertising featuring Ellen DeGeneres and has represented COVERGIRL's effort to address age-related beauty concerns within a mass-market cosmetics portfolio.
Color cosmetics · 1961
COVERGIRL complexion, eye, and lip collections
The broader portfolio includes foundation, concealer, powder, blush, eye shadow, eyeliner, mascara, lipstick, and lip gloss. These products are designed for everyday consumer use and are generally positioned around accessible pricing, broad retail distribution, and easy application rather than luxury or professional artistry.
Marketing campaigns
- 2018Inclusive representation featuring Amy Deanna
United States
COVERGIRL featured Amy Deanna, a model with vitiligo, in a campaign. The appearance was presented as a first for the brand and formed part of its broader effort to show greater diversity in beauty advertising.
Outcome. Expanded the visible range of skin conditions and appearances represented in the brand's marketing.
- 2017I Am What I Make Up / Made in the Mirror
United States
COVERGIRL replaced its established slogan with “I Am What I Make Up” and supported the rebrand with the short film Made in the Mirror. The campaign featured Ayesha Curry, Issa Rae, Massy Arias, Katy Perry, Maye Musk, and Shelina Moreda.
Outcome. Established a more self-expressive and identity-focused brand platform, alongside a redesigned logo and packaging.
- 2010Clean Makeup for Clean Water
United States · International charitable beneficiaries
COVERGIRL partnered with Procter & Gamble's Children's Safe Drinking Water initiative around the Clean Makeup franchise. The program connected sales and promotional activity with support for clean drinking water access.
Outcome. The program was reported to have generated a $500,000 donation and 50 million liters of drinking water.
- 1997Easy, breezy, beautiful
United States
COVERGIRL introduced the slogan that became its signature advertising platform. The message associated the brand with simple application, fresh-looking beauty, and broad appeal to younger consumers.
Outcome. Became one of the most recognizable cosmetics slogans and remained in use for about 20 years.
Brand decisions
2017
COVERGIRL repositions around self-expressionStrategyBackground
The company had used “Easy, breezy, beautiful” for approximately two decades and sought to update the brand for a changing beauty market.
Action taken
COVERGIRL adopted “I Am What I Make Up,” revised its logo and packaging, and changed its advertising tone and product presentation.
Aftermath
The new platform emphasized individuality, personal identity, and a broader definition of who could represent the brand.
2016
Coty acquires COVERGIRL from Procter & GambleM&ABackground
Coty agreed to acquire Procter & Gamble's specialty beauty business as part of a broader portfolio transaction.
Action taken
Coty completed the transaction on October 3, 2016, bringing COVERGIRL into its brand portfolio.
Aftermath
The brand remained active under Coty and underwent a substantial identity refresh the following year.
2016
COVERGIRL appoints its first male spokespersonOtherBackground
The brand had historically centered its representation on women models, actresses, singers, and other female public figures.
Action taken
COVERGIRL named beauty creator James Charles as a spokesperson.
Aftermath
The appointment broadened the brand's representation and highlighted the increasing importance of digital beauty creators.
1989
Procter & Gamble acquires COVERGIRLM&ABackground
The brand had been created and developed by the Noxzema Chemical Company and its related Noxell business.
Action taken
Procter & Gamble acquired the business containing COVERGIRL.
Aftermath
COVERGIRL continued as a major mass-market cosmetics brand within Procter & Gamble's beauty portfolio.
Recent events
CoverGirl launches 44 makeup and skin-care products[4]
Reported:
CoverGirl launched an assortment of 44 new makeup and skin-care products, available online starting June 23 and scheduled to reach drugstores in July.
- Unconfirmed
CoverGirl launches 24 Hour Ultra Matte Lipsticks[5]
Reported:
CoverGirl added a line of 24 Hour Ultra Matte Lipsticks to its Exhibitionist collection. The line is available in 12 shades and can be purchased at drugstores and on CoverGirl’s website.
Sources6 sources
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