Covergirl

CoverGirl is a classic, reliable drugstore brand that offers decent quality at a friendly price, which makes it a popular starting point for newer makeup wearers. Shoppers tend to praise its easy, no-fuss formulas and lip products. As with most mass lines the shade range can be limited and some formulas are fragranced, so testing first helps.

For an affordable everyday brand, yes. Its Clean line in particular earns solid reviews for a lightweight, breathable feel and comfortable wear, and the brand is now cruelty-free. The main caveats people raise are limited shade ranges and formulas that may not suit acne-prone or very oily skin, so match the product to your skin type.

The Clean Makeup line is the natural starting point, since it's the collection the brand was built around and is known for a natural, lightweight finish. First launched in 1961, it's the heritage product that put CoverGirl on the map.

They cater to slightly different needs. CoverGirl is often favoured for easy-to-use lip products and no-fuss formulas, while Maybelline tends to lead in performance categories like foundation and eyeliner. Neither is simply better; your skin type and which products you care about should guide the call.

It's CoverGirl's most famous slogan, launched in 1997 to suggest its products give an effortless, natural look. It became so associated with the brand that it ran for two decades before CoverGirl rebranded in 2017 with a new strapline, "I Am What I Make Up."

CoverGirl is an American brand founded in Maryland by the Noxzema Chemical Company, with its first product line, Clean Makeup, launching in 1961. The name comes from the "cover girls," the models, actresses and singers on magazine covers who wore its products in advertising.

The brand was named for the idea of the magazine "cover girl." The Noxell Company advertised the line by having cover girls, the models, actresses and singers who appeared on the fronts of women's magazines, wear and endorse its products, which is also why CoverGirl is so closely tied to its spokesmodels.

CoverGirl was acquired by Procter & Gamble in 1989 and then by Coty, Inc. in 2016, which is its current owner. That 2016 deal was part of Coty's merger with P&G's specialty beauty business.

Very much so. In 1992 CoverGirl became the first major cosmetics company to sign a Black model, Lana Ogilvie, to an exclusive contract, helping open the door for other brands. In 2016 it named YouTuber James Charles its first male spokesperson, and in 2018 featured Amy Deanna, its first model with vitiligo.

Spokesmodels are woven into its identity. Jennifer O'Neill signed on in 1963 and represented the brand for an extraordinary 30 years, while Christie Brinkley modeled for 25 years, the longest-running cosmetics contract of any model in history. Stars from Queen Latifah and Rihanna to Taylor Swift and Zendaya have followed.

Yes. In 2010 parent company Procter & Gamble launched "Clean Makeup for Clean Water," a programme tied to its Children's Safe Drinking Water campaign. Through the Clean Makeup line, CoverGirl donated $500,000, which provided 50 million litres of drinking water to children around the world.