After damn near breaking the Internet with the announcement of Issa Rae as its newest brand ambassador, CoverGirl has just launched a new rebranding campaigning welcoming in Rae and the new cast, including Ayesha Curry, fitness pro Massy Arias, 69-year-old model Maye Musk and motorcycle racer Shelina Moreda.
The campaign trades in the brand’s former tagline “Easy, Breezy, Beautiful” for the new “I am what I make up” calling for a new type of empowerment and individuality in beauty. Each woman follows the theme, serving up their own brand of beauty perfection — from glammed up bronzed and traditional beauty looks to edged out and nude looks.
“#IAmWhatIMakeUp celebrates the power of every individual to create who they are and who they want to be,” wrote the brand on Instagram.
Press play below to watch the visuals, which open with a quote from Maya Angelou: “What’s the world for if you can’t make it up the way you want?”