Yara Shahidi will serve as the new face of Bobbi Brown in a campaign shot by Tyler Mitchell which celebrates individual beauty and female empowerment.
Making the announcement on her Instagram page Shahidi wrote: “Hello lovely humans! I’m excited to announce my partnership with Bobbi Brown (MIXTAPE COMING SOON) & share what we’ve created together. Much gratitude @tylermitchellphotos for capturing my joy @bobbibrown”
Shahidi, who is of African American and Iranian American heritage, explained why she wanted to work with Bobbi Brown saying: “I think the brand represents what my generation represents: The importance of inclusion, in all spaces, on a foundational level. The fact that it’s been so important for the brand in both makeup and philanthropic endeavours since the beginning, speaks to the fact that it’s not a commercial trend, but something they’re committed to.”
As part of the campaign, Bobbi Brown Cosmetics will officially launch The Pretty Powerful Fund on International Women’s Day March 8th.They have pledged a US $300,000 donation to Shahidi’s selected charities to reinforce the fund’s mission of supporting the creation of new possibilities for women and girls.
The new campaign also shines a light on the topic of shade inclusivity by featuring its Skin Long-Wear Weightless Foundation, which is available in more than 40 shades.
Bobbi Brown Cosmetics is following in the footsteps of major cosmetics brands including NARS and Lancôme, who recently hired Naomi Campbell and Zendaya respectively to front their latest campaigns.