COVERGIRL

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…

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.

1. 2019Lili Reinhart becomes a spokesperson

   Lili Reinhart was announced as a new representative of the brand.

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2. 2018Amy Deanna appears in a COVERGIRL campaign

   Amy Deanna became the first COVERGIRL model with vitiligo, according to the brand's documented history.

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3. 2017The brand launches “I Am What I Make Up”

   COVERGIRL introduced a new slogan, visual identity, packaging system, and campaign platform.

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4. 2016James Charles becomes the first male spokesperson

   The appointment expanded the brand's approach to beauty representation and digital creators.

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5. 2016Coty acquires COVERGIRL

   Coty completed its acquisition of Procter & Gamble's specialty beauty portfolio, including COVERGIRL.

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6. 2010Clean Makeup for Clean Water program

   COVERGIRL supported Procter & Gamble's Children's Safe Drinking Water initiative through its Clean Makeup franchise.

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7. 1997The “Easy, breezy, beautiful” slogan is introduced

   The slogan became a defining element of COVERGIRL's communications for roughly two decades.

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8. 1992Lana Ogilvie receives an exclusive contract

   Lana Ogilvie became the first Black model to represent COVERGIRL under an exclusive contract, according to the brand's documented history.

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9. 1989Procter & Gamble acquires the brand

   COVERGIRL became part of Procter & Gamble after the company acquired the Noxell business.

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10. 1979Cheryl Tiegs signs a major modeling contract

    Cheryl Tiegs signed a five-year agreement reportedly worth $1.5 million, described at the time as a record modeling contract.

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11. 1963Jennifer O'Neill becomes a spokesperson

    Jennifer O'Neill joined COVERGIRL at age 14 and began a relationship with the brand that lasted about three decades.

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12. 1961COVERGIRL is launched

    The Noxzema Chemical Company introduced the brand with its Clean Makeup line, initially offering six products.

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Mass-market, accessible, everyday cosmetics with an emphasis on natural-looking beauty, broad representation, and self-expression.

• Clean MakeupFoundation and complexion makeup1961

  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.

• LashBlastMascara

  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.

• Simply AgelessFoundation and complexion makeup

  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.

• COVERGIRL complexion, eye, and lip collectionsColor cosmetics1961

  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.

• 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.

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• 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.

  Source
• 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.

  Source
• 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.

  Source

• 2017COVERGIRL repositions around self-expressionStrategy

  The company had used “Easy, breezy, beautiful” for approximately two decades and sought to update the brand for a changing beauty market.

  What changed. 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.

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• 2016Coty acquires COVERGIRL from Procter & GambleM&A

  Coty agreed to acquire Procter & Gamble's specialty beauty business as part of a broader portfolio transaction.

  What changed. 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.

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• 2016COVERGIRL appoints its first male spokespersonOther

  The brand had historically centered its representation on women models, actresses, singers, and other female public figures.

  What changed. 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.

  Source
• 1989Procter & Gamble acquires COVERGIRLM&A

  The brand had been created and developed by the Noxzema Chemical Company and its related Noxell business.

  What changed. Procter & Gamble acquired the business containing COVERGIRL.

  Aftermath. COVERGIRL continued as a major mass-market cosmetics brand within Procter & Gamble's beauty portfolio.

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• 2018COVERGIRL introduces a model with vitiligo in its advertising

  Amy Deanna appeared in a COVERGIRL campaign, described in the brand's history as the first time the company had featured a model with vitiligo.

  Campaign
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• 2017COVERGIRL changes its brand identity and launches “I Am What I Make Up”

  The brand replaced its long-running “Easy, breezy, beautiful” positioning with a new identity centered on individuality, updated its logo and packaging, and supported the change with the short film Made in the Mirror.

  CampaignOther
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• 2016Coty completes acquisition of Procter & Gamble's specialty beauty business

  Coty completed the transaction through which it acquired Procter & Gamble's specialty beauty brands, including COVERGIRL.

  M&A
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• 2016James Charles becomes COVERGIRL's first male spokesperson

  The beauty creator was named a COVERGIRL spokesperson, expanding the brand's representation beyond its historically female model and celebrity lineup.

  Campaign
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1. CoverGirl
2. Coty Completes Merger With P&G Specialty Beauty Business
3. COVERGIRL official website