Criticism is often and deservedly given to the beauty industry for its lack of diversity. From favoring white skin tones to promoting unrealistic portrayals of women, the beauty world can do much to improve. CoverGirl, however, is doing their part to shift the tide. And the proof is in their newest brand representative. Maye Musk is the newest CoverGirl, and the entrepreneurial former model is an inspired choice for the brand.
Musk's new gig marks a hopeful move away from age exclusivity in the cosmetics industry. Musk, after all, is 69 years old. And she slays.
In an announcement from the brand, CoverGirl explained why Musk is the perfect choice to represent both the brand and women who use their products.
"Musk is a leader in every sense of the word, from modeling for top designers to pursuing two Master of Science degrees in dietetics and nutrition to running her nutrition business for over 45 years," Covergirl said in a release. "In addition, she raised her children, who today are known as entrepreneurs truly impacting the world for the better, largely as a single mother, instilling in them her values, independence, work ethic and strong sense of self."
Clearly, Musks's accomplishment alone distinguish her. But her age also makes her part of the movement to diversify and create inclusive spaces for all women, regardless of age, in beauty.
Ukonwa Ojo, senior vice-president of CoverGirl, says Musk isn't only a "timeless beauty," but an inspirational visionary challenging the industry standard of who can be a model.
"This is exactly what CoverGirl is all about: owning your identity and proudly sharing with the world all the facets that make you, you," Ojo said in the release. "Maye is an affirmation of the power and importance of diversity and inclusivity in the world of beauty. She is unstoppable and, together, we’re just getting started.”
Musk chose to accept her new position as the face of CoverGirl to celebrate the beauty of aging and self-love. As a CoverGirl, Musk says she wants to encourage others to see their own inherent beauty and celebrate who they are in the deepest sense.
"One thing that’s kept me working in this industry for so long [is] my interest in self-representation," Musk said in the release. "It’s a big part of my role as a dietitian, too — helping people feel happy, healthy and confident exactly as they are. And recently, I’ve become so much more engaged in social media, particularly Instagram, which is yet another way I can show people the many different sides of myself.”
Musk is not the brand's first spokesmodel to gain attention for breaking barriers. CoverGirl famously chose YouTube beauty guru James Charles last year to represent the brand. Charles was the first ever male CoverGirl.
Musk joins not just Charles but also recently announced CoverGirl Ayesha Curry and existing CoverGirls Zendaya, Sofia Vergara, Janelle Monae, Katy Perry, Becky G, and Nura Afia. CoverGirl is clearly dedicated to representing all women — and men — with their spokespeople, and so far they're definitely succeeding.
Like Ojo said, however, Musk and the other CoverGirls are just the beginning to help shift an industry infamous for exclusion. While there is a long way to go, having a brand willing to promote beauty for a wide range of people is essential.
With Musk's addition to the line-up, CoverGirl has created a win for age inclusivity. It's a refreshing turn in an industry that often overlooks mature women, their needs, and their beauty.
Here's to seeing more from Musk, CoverGirl, and their beautiful team of spokespeople. Inclusivity never looked so easy and breezy.