description CoverGirl Overview
CoverGirl is an American cosmetics brand established in 1960. It became associated with widely distributed makeup products such as foundation, lipstick, and mascara, and with advertising aimed at ordinary consumers rather than an exclusively luxury market. The brand has used models, actors, musicians, and other public figures in its campaigns, while its products have commonly been sold through mass-market retail channels including drugstores and department stores.
help CoverGirl FAQ
When was CoverGirl founded?
CoverGirl's official history dates its beginning to 1961 as an American mass-market cosmetics brand. Its product line includes foundation, mascara, lipstick and eyeshadow.
Who owned CoverGirl after Noxzema?
The brand began under Noxzema and later became part of Procter & Gamble's beauty business. Coty completed its acquisition of CoverGirl from P&G in 2016, so Coty is the owner associated with the brand today.
Is CoverGirl cruelty-free?
CoverGirl became Leaping Bunny Approved by Cruelty Free International in 2018. The brand says its products comply with the program's criteria wherever they are sold, but shoppers should still check current packaging for market-specific changes.
What does Easy, Breezy, Beautiful CoverGirl mean?
It is CoverGirl's famous advertising tagline, built around an accessible, everyday makeup image rather than luxury positioning. The brand later introduced the I Am What I Make Up campaign in 2017 while continuing to use Easy Breezy language.
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