When someone mentions Rimmel London, you probably think of Kate Moss. Her "get the London look” was splashed across billboards from Piccadilly Circus to Times Square, and dominated ad breaks throughout the Noughties.

Maya Jama Maya Jama follows in Kate Moss's footsteps as new face of Rimmel London. Maya Jama has been named global brand ambassador for cosmetics brand Rimmel London. The Bristol-born TV presenter, 28, is the latest British star signed up by the affordable make-up brand.

London, 6 May 2021: Rimmel London is proud to announce international model and mental health advocate, Adwoa Aboah, as the new global activist for the beauty brand. Celebrating bold individualism, Adwoa will be the face of major beauty campaigns and product launches throughout 2021 and beyond.

Ulta confirmed to WWD that Rimmel, which is much more popular in Europe than it ever has been in the States, has been discontinued both in stores and online. Rimmel is currently undergoing a relaunch in the United States to appeal to more mass-market consumers.

ambassador Cara Delevingne Model and Rimmel ambassador Cara Delevingne starred in the ad, and the complaint - there was only one - claimed that the Rimmel mascara ad "exaggerated the likely effects of the product" and therefore misled consumers.

This is the BEST mascara I've ever used and the volume is out of control! It goes on smoothly and plumps my eyelashes more than I've ever been able to. Very happy with this product & you just can't beat the price for such great quality.

2 weeks Applied every day, it works from 2 weeks* onwards, giving you a semi-permanent effect that will wear off gradually after the last usage.

A chemist named Eugène Rimmel developed a cosmetic using the newly invented petroleum jelly. The name Rimmel became synonymous with the substance and still translates to "mascara" in the Portuguese, Spanish, Greek, Turkish, Romanian, and Persian languages today.

TikToker Mikayla Nogueira The latest example: the TikToker Mikayla Nogueira. Earlier this week, the 24-year-old beauty influencer uploaded a video reviewing a mascara. Soon after, she faced a tidal wave of backlash online as people accused her of wearing fake lashes to amplify the mascara's effects, thereby providing inauthentic advice.

Our Top Picks:

• Best Overall: Honest Beauty Extreme Length Mascara + Lash Primer, $18.
• Most Allure Accolades: Lancôme Définicils High Definition Mascara, $29.
• Best Waterproof Mascara: Dior Diorshow Waterproof Mascara, $32.
• Best Clean Mascara: Ilia Limitless Lash Mascara, $28.

Best Mascaras to Consider: Best Lengthening Mascara: Charlotte Tilbury Pillow Talk Push-Up Lashes, $29. Best Clean Mascara: Ilia Limitless Lash Mascara, $28. Best Drugstore: Maybelline Lash Sensational Sky High Mascara, $13. Best Waterproof Mascara: Covergirl Lash Blast Volume Waterproof Mascara, $9.

Mascara and liquid eyeliner typically are considered safe to use for three months. Liquid products used near the eye have an increased risk of spreading bacteria. Pencil-style eyeliners, gel eyeliners and lip pencils can be used for up to a year.