HUNT VALLEY, Md.--(BUSINESS WIRE)--As a brand that’s all about individuality and celebrating “la belleza” in a style that only you can rock, it’s fitting that COVERGIRL’s newest face is 16-year-old Becky G. Joining a lineup of successful and inspiring global beauties like P!NK, Sofia Vergara, Queen Latifah and Ellen DeGeneres, Becky G is an accomplished singer, songwriter and rapper with a unique street style.
Becky recently wrapped her first COVERGIRL shoot and will be appearing in national TV and print advertising for the brand this summer. And it won’t stop there: Becky is super socially-active and maintains a close relationship with her fans, who she affectionately dubs “beasters,” in social media (iambeckyg on Twitter, Facebook and Instagram). COVERGIRL fans and “beasters” will get to know Becky’s easy, breezy personality via original content on the beauty brand’s social properties like YouTube, which will give a glimpse into her life as a COVERGIRL and rise to stardom.
“Becky G is such a relatable and powerful role model, who, from a very young age, has advocated individualism and paying respect to where you come from and where you want to go,” said Esi Eggleston Bracey, VP and General Manager, COVERGIRL Cosmetics. “She’s a smart, motivated and strong-willed young woman who knows exactly what she wants to do in life, and it’s that attitude that the COVERGIRL brand loves about her and identifies with. Becky is a star on the rise, and we’re excited to welcome her into the COVERGIRL family.”
Becky is signed to Kemosabe/RCA Records. Kemosabe is the Sony Music Entertainment record label founded by hitmaker Dr. Luke. Becky was discovered by the production team The Jam and began working with them and releasing YouTube performance videos. Luke signed Becky after viewing a YouTube clip of her swaggering her way through an original rap. The song opens with Becky declaring: “If everybody’s getting one shot, I ain’t missing.” Born and raised in the Inglewood section of Los Angeles, Becky’s family hails from Mexico, and she is bilingual. Her lifelong ambition has always been to stay proud of who she is and where she came from, and with this new beauty partnership, she’s making it a personal mission to help bring COVERGIRL confidence to every “chica” in the nation.
Her hit video “Becky from the Block” has more than four million views on VEVO. Becky exemplifies to young women what it means to be a COVERGIRL. “I think it’s really cool that COVERGIRL is giving me this opportunity to inspire other girls to work it, own it, love it no matter what you’re like or where you’re from because that’s what being beautiful is all about,” said Becky. “Even when I’m in sweatpants, if I have makeup on, I feel like I can rock the world.”
“Becky G is the real deal,” said legendary producer and songwriter Dr. Luke. “I first saw her on her cover of 'Otis' on the internet and was blown away by her single take/single camera performance. When I met her a few days later, I was further blown away that she was a great singer and an accomplished guitar player."
In early May, Becky premiered the music video for her track “Play It Again,” which already has more than three million views on VEVO. In addition, Becky has announced she will release “Play It Again,” an EP which will include four new tracks “Can’t Get Enough” (feat. Pitbull), “Built For This,” “Ain’t No Zoomin’,” and “Loving What You Do” on July 16th (Kemosabe/ RCA Records). Becky has been working with Jordan Omley and Mike Mani of The Jam, Cirkut, Benny Blanco, will.i.am, DJ Buddha, Billboard and Ammo, as well as a slew of other producers, on her debut album.
Becky G’s musical style is all about creating trends and rocking a unique flavor in her fashion and beauty looks. As the first chapter of her COVERGIRL story, Becky will be joining the brand to celebrate beauty, beats and “confianza” in every girl, on every block. In the months ahead, Becky will debut many looks from the brand’s new collection, including ones featuring the fired-up, volumizing COVERGIRL Flamed Out Mascara. Rocking the mic, her lips and nails will be in the spotlight showcasing COVERGIRL Lipslicks Smoochies Lip Balm, providing a hint of sheer, beautiful color; and COVERGIRL Outlast Stay Brilliant Glosstinis, which are mini versions of Outlast Stay Brilliant Nail Gloss in tropical, glossy colors perfect for summer.
Since its introduction in 1961, the COVERGIRL brand has been a pioneer in providing women with the makeup tools needed to rock those everyday cover moments. The long list of famous COVERGIRLs has included Christie Brinkley, Cheryl Tiegs, Rachel Hunter, Tyra Banks, Niki Taylor and Molly Sims. The current roster of COVERGIRLS includes such icons as NERVO, P!nk, Janelle Monáe, Sofia Vergara, Queen Latifah and Ellen DeGeneres.
Visit www.covergirl.com for more information on COVERGIRL’s extensive lineup of products for women of every age. Join the COVERGIRL world and find out all the latest on:
- Facebook.com/COVERGIRL
- Twitter.com/COVERGIRL
- Instagram.com/COVERGIRL
- YouTube.com/COVERGIRL
- Pinterest.com/COVERGIRLxo
About Procter & Gamble
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