Yara Shahidi Is the New Face of Bobbi Brown Cosmetics: See Her Impactful Campaign
The 19-year-old Grown-ish actress made the announcement in an Instagram post this morning, and speaking to PEOPLE exclusively, Shahidi explains why partnering with the iconic company is about so much more than makeup.
“I actually use the product, but the brand aligns with me on more than just a skin care level, they understand the importance of platform.”
And the two are wasting no time to use their joint platforms to spread a positive message. Shahidi has a starring role in the brand’s new Confident Beauty campaign “celebrating individual beauty and female empowerment” according to a release.
“I think we have a tendency to materialize beauty, and connect it with product. But this campaign is not about us saying, ‘to look better, do this or that.’ But rather, we’re of the opinion you should do whatever makes you feel good, and we’re addressing beauty as not something that’s even attached to a product, but as something that’s attached to this overall feeling of support and confidence which we all get from different things.”
Understanding that confidence is beautiful, the brand is asking “what makes you feel confident?” and in a series of inspiring videos, the brand’s spokeswomen are sharing their beauty truths.
“True beauty is being unique, experimenting, exploring, sometimes unsettling. True beauty is expansive, is happiness. True beauty is my unibrow!” Shahidi shares in the above clip, which ends with the hashtag #BeautyTruth to spread the message.
To celebrate the collaboration, Bobbi Brown Cosmetics will officially launch the The Pretty Powerful Fundon International Women’s Day, March 8th, and donate money to Girls for Gender Equity, Third Wave Fund and Urgent Action Fund for Women’s Human Rights, three organizations near and dear to Shahidi.
“Each is dedicated to providing support networks for my peers and different intersections of my community which is I think extremely important, because that’s ultimately how you gain resources gain opportunities,” says Shahidi.
Of course, given a few minutes to talk to the radiant actress, we couldn’t help but ask what products she does love. While the star shows off the brand’s Skin Long-Wear Weightless Foundation, and Crushed Lip Color Collection in the campaign, one of her personal favorites is this brow pencil. “I live by that spoolie!”
But for Shahidi, it’s what makes you beautiful on the inside that counts more than anything in your kit.