Nigerian novelist Chimamanda Ngozi Adichie was named as the new face of Boots No7 beauty range, further securing her position as one of the most influential African women in the world.
The move is more than a meaningless celebrity endorsement. Adichie’s love of makeup is no secret: “I love make-up and its wonderful possibilities for temporary transformation. “And I also love my face after I wash it all off,” she said in a statement published in British Vogue.
“There is something exquisitely enjoyable about seeing yourself with a self-made new look.
“And for me, that look is deeply personal. It isn’t about what is in fashion or what the rules are supposed to be.”
Adichie has not hidden her issues with the beauty industry. Like many women of color in the spotlight, she has previously admitted to carrying her own foundation with her at all times, in case the makeup artist does not have her shade.
She has also spoken about the false promises peddled to women to world over.
“I think much of beauty advertising relies on a false premise — that women need to be treated in an infantile way, given a ‘fantasy’ to aspire to…” she said in an interview with British Vogue.
“Real women are already inspired by other real women, so perhaps beauty advertising needs to get on board.”
The public seem to think Boots got it right with Adichie, choosing someone that is both relatable and influential.
Uncommon but welcome choice using an author for beauty campaign: ‘Chimamanda Ngozi Adichie Is Boots No7’s New Face.’https://t.co/Ldq7Fkwfc6
— Aina Khan (@ainakhan5) October 18, 2016
My kind of influencer. https://t.co/gXV45OYBet
— Sinéad Burke (@minniemelange) October 18, 2016
We should all be feminists: on stage, on the catwalk, in schools
To the first lady with love
Adichie: In a country enamored of dark humor, a common greeting among the middle class now is “Happy recession!” https://t.co/AcR38tSLBn
— NYT Opinion (@nytopinion) October 19, 2016
Views on motherhood
This summer Adichie announced she was the mother of a baby girl. Private as she is, the public have been keen to learn from Adichie, prompting her to release her feminist manifesto on how to raise a child — a letter of fifteen suggestions written as though to a friend who has recently given birth.
“Teach her to reject likeability,” she writes. “Her job is not to make herself likeable, her job is to be her full self, a self that is honest and aware of the equal humanity of other people.”
Ending with a humble acknowledgment of her position as a source of endless guidance: “Do you have a headache after reading all this? Sorry. Next time don’t ask me how to raise your daughter feminist.”