By  on January 19, 2018

As Coty continues to refresh into its beauty portfolio, the company has named street artist Indie184 as its chief artistic officer for the Rimmel London brand for the U.S. It is the first role of its kind for Rimmel London, which in the past counted celebrities such as Kate Moss, Zooey Deschanel and Georgia May Jagger as ambassadors.

Engaging Indie184, whose real name is Soraya Marquez, is known for her graffiti-influenced art. Her work dovetails with the brand’s Edge Your Look Campaign activated in 2017 to promote cultural richness, diversity and a sense of freedom that is reflected in the makeup line. She’s expected to harness her insights of street beauty to help Rimmel maintain its bold positioning in the mass market cosmetics category.

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