Cheryl Tiegs was featured in early campaigns during the 1960s.
Zendaya was announced as a spokesperson in 2016. In 2018, Amy Deanna became the first model with vitiligo to represent the brand.
This paper explores the evolution, cultural impact, and selection of models for the iconic American cosmetics brand, CoverGirl. Since its inception in 1959, the brand has used the "CoverGirl" title to define and redefine beauty standards, evolving from a "girl next door" image to a platform for diversity, inclusivity, and celebrity representation.