Everything You Need to Know About the Newest Five CoverGirls

Walk into any drugstore in America and the first thing you’ll see are CoverGirl products lining the walls and shelves. For most makeup users, CoverGirl is one of the first—if not the first—beauty brand we’ve shelled money over. It’s a historic company, and its slogan, “Easy, breezy, beautiful…CoverGirl,” has likely sang through your head at least a couple dozen times in your childhood.

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But with all nostalgic things comes a revamp. Long are the days when traditionally attractive celebrities—usually white, usually young—were the faces of major beauty brands. As the deafening success of Fenty Beauty proved, people of all colors, ages, and walks of life use and love cosmetics. Not only is CoverGirl getting in on the trend by shifting its “Easy Breezy” slogan to “I Am What I Make Up” (a motto suggesting makeup’s power in expressing someone’s identity), the brand is also recruiting five new barrier-breaking woman to front the force. Ahead, take a look at the five new CoverGirls pushing diversity in the beauty industry at rapid speed.