The brand has featured a wide array of high-profile individuals, breaking traditional modeling norms over the decades:

The brand started updating its image to reflect a more diverse society, incorporating African-American and Hispanic models, as well as portraying women in professional, working roles.

Originally, CoverGirl focused on a wholesome, "girl next door" aesthetic, emphasizing a "clean makeup" look. This blue-eyed, blonde, all-American image was paramount to the brand's early success.

The brand shifted heavily toward hiring celebrity spokeswomen, including musicians and actresses like Rihanna, Katy Perry, and Zendaya. 2. Notable CoverGirl Models and Brand Ambassadors

The brand's shift away from the strict, monochromatic "girl next door" look of the 1970s reflects broader societal shifts towards acknowledging diverse beauty standards.