CoverGirl Moves Beyond Its 'Easy, Breezy' Days With Ayesha Curry

Photo: CoverGirl

Bay Area culinary personality Ayesha Curry has a Food Network show, a cookbook, millions of Instagram followers, and a kitchen line that launches this fall. It's been a banner year for Curry, and now she can add her first CoverGirl campaign to her list of 2017 wins. 

After years of "easy, breezy, beautiful" ads, the cosmetics giant is branching out with a new slogan and a more diverse slate of spokespeople, including Issa Rae, Maye Musk (a.k.a. Elon's mama), motorcycle racer Shelina Moreda, and fitness trainer Massy Arias. The women are all part of the brand's new identity, focused on a deeper theme, "I am what I make up."

The ad campaign launched this week, and it's already garnering praise from traditional women's publications like Glamour, as well as millennial-targeting websites like Bustle. Check out Curry's debut in the full video below.