LONDON — In its ongoing quest to appeal to a latest and more diverse group of consumers, Coty Inc. has named British TV personality Maya Jama as the worldwide brand ambassador for Rimmel London.

Jama has inked a multiyear cope with Rimmel London, following ambassadors including Kate Moss, Cara Delevingne and Adwoa Aboah. She might be the face of Rimmel London’s latest foundation, which launches mid-summer.

Based on Coty, Jama has helped to create the products, which feature a latest and progressive skincare technology. 

The 28-year-old Jama is an entrepreneur, TV and radio broadcaster. Born in Bristol, England, she is of Somali and Swedish heritage, and is best known here because the host of “Love Island” on ITV2.

The corporate said it selected Jama because “her vibrant energy and easy-going warmth make her utterly relatable to Rimmel customers in all places.”

Jama said she took the job because “Rimmel encourages people to reinvent the foundations and to like themselves for who they’re, which is so liberating. I can’t wait to proceed the message of beauty individuality.”

Rimmel’s global senior vice chairman, Sarah Al Shohaib, said: “Maya will not be only a method icon for her generation, but her empathy, passion and robust work ethic also make her an inspiring role model.”

In an interview, Stefano Curti, chief brands officer, consumer beauty at Coty Inc., added that Jama embodies “the vibrancy of London, a city that celebrates individuality and self-expression. She has an inner strength and may connect with multiple ethnicities.”

Curti was speaking in a video interview from China, where he’s been helping to construct market share for the Coty Inc. brands and fragrances including Adidas, Gucci and Burberry.

China is a significant priority for Coty Inc., which plans to triple its business within the region over the following three years. Curti said China will account for around 10 percent of revenues by then.

He added that China recovered quickly after lockdown lifted earlier this yr and that, for certain brands, Coty was making product locally for the Chinese market.

Coty has been specializing in diversity, and multiple definitions of beauty, across its makeup brands specifically.

Max Factor launched the Priyanka Universal Color Collection within the U.K. in January, and it’s currently rolling out across Europe. On the time, Curti said that “inclusivity” was at the guts of the brand new capsule, which took greater than a yr to research and develop.

It was co-created with Max Factor brand ambassador Priyanka Chopra Jonas, with the formulations drawn from Coty’s detailed research, and a database of tens of 1000’s of skin tones.