Introducing CoverGirl's first campaign star with vitiligo

CoverGirl has unveiled its first model with vitiligo as the face of its new #IAmWhatIMakeUp campaign.

The beauty brand has snapped up Amy Deanna to star in the latest campaign for its TruBlend foundation range showcasing its diverse range of shades. The campaign clip sees Deanna forgoing covering up her varying skin tones and instead opting to celebrate them by using two different foundation shades, while posing the question: "Why try to blend in when you can choose how to stand out?"

"The fashion and beauty industry sometimes feels like a private party that only a select few get invited to," Deanna told People.com in an interview. She added: "Diversity is important. Representation is important. Inclusivity is important -- not just for people of different backgrounds and ethnicities, but also people of all sizes. That's why I was so excited to partner with CoverGirl on this project. Beauty comes in all shapes, sizes, colors, etc. Let's face it, together we are a mosaic -- that in itself is beautiful. We should celebrate that."

The move is the latest effort by CoverGirl, a Coty-owned beauty brand, to champion that diversity. The company, which underwent a brand overhaul in 2017 to mark its 60th birthday, added a varied lineup of women to its roster last year, including chef and TV personality Ayesha Curry, actress and YouTube star Issa Rae, singer Katy Perry, personal trainer Massy Arias, professional motorcycle racer Shelina Moreda and 69-year-old model and dietician Maye Musk.