After a successful year where Lily Cole promoted the Body Shop through her channels, the ethical beauty retailer has announced that Leona Lewis will be its new ‘brand activist’, to use the company’s term.
It’s not altogether inaccurate: instead of simply posing in photo shoots for the brand, the Body Shop expects that its activists will use their own networks to promote the company’s initiatives.
Lewis is no exception: she will help the Body Shop and Cruelty Free International in their global campaign to end animal testing in the cosmetics’ industry, building on the EU ban that comes into effect on March 11.
She will also hold an exclusive gig for fans, to be streamed on March 26.
As with Cole, Lewis will put her name to a cruelty-free make-up and fragrance collection, which uses 100 per cent vegetarian cosmetics. The Limited Edition Collection by Leona Lewis features a floral deer motif on its packaging, highlighting that the Body Shop uses man-made musk, not musk derived from deer.
Lewis said in a release, ‘I’m passionate about beauty and I’m all about animal rights. As a result, I’m really conscious of where the products that I use come from. The Body Shop sells cruelty-free, ethical products containing amazing Community Fair Trade ingredients. The collaboration is a natural fit!’
Lewis says she is an animal lover and life-long vegetarian. She has netted 20 million album sales since winning The X Factor’s third season in 2006.