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Denver-based cosmetics brand Mineral Fusion has named actress Emmanuelle Chriqui as its first spokeswoman. Chriqui — who is of Moroccan and Jewish decent — will be a part of various retailer promotion initiatives and digital and social media marketing. She will also front the brand’s campaign with The National Coalition Against Domestic Violence, launching later this month, which is Domestic Violence Awareness Month.
“We are teaming up with Emmanuelle to help us communicate that cosmetics can and should be both efficacious and healthy, as well as bring about more awareness to the cause of domestic violence,” said Thomas Brown, president of Mineral Fusion, who added that “[Chriqui] genuinely embodies the spirit of the brand and our mission to provide women with healthy, natural personal-care products that deliver on performance.”
This is Chriqui’s first time serving as spokeswoman for a full cosmetics line (she was the face of Canadian company Tria Hair Removal Laser earlier in 2012). According to the brand, the actress’ commitment to a healthy, green lifestyle and women’s rights lend a well-fit helping hand to the brand’s mission to be 100 percent vegan and eco-friendly.
“Mineral Fusion’s commitment to sustainability and formula purity is really attractive to me,” said Chriqui. “I love that the brand provides quality products free of gluten, parabens, SLS, phthalates, artificial colors and synthetic fragrances.” Mineral Fusion is available at Whole Foods Markets nationwide and health food stores with plans to expand distribution in the U.S. and Canada to approximately 2,000 additional stores by 2013.
Chriqui’s acting credits include “Are You Afraid of the Dark?” and “Entourage.” Chriqui also devotes much of her time to multiple charities, including the Environmental Media Association, Raise Hope for Congo and The Somaly Mam Foundation.