Here in blighty, the closest thing we got to Covergirl Cosmetics, was through old America's Next Top Model episodes.
But Covergirl has evolved since the days of 'east, breezy, beautiful' and has a new tagline, with brand ambassadors to match.
Last month it was announced that Insecure actress Issa Rae was to be the face of Covergirl. She was joining Katy Perry, who already is part of the Covergirl family, alongside Zendaya.
Over the course of September, the brand announced other ambassadors, including Elon Musk's 69 year-old mother, the TV chef Ayesha Curry, personal trainer Massy Arias and motorcycle racer Shelina Moreda.
This group of powerful women were the perfect fit for Covergirl's new streamline, 'I am what I make up', which is taken from a Toni Morrison quote, 'What's the world for you if you can't make it up the way you want it?'
Firmly positioning the cosmetics brand with female agency and empowerment, the new slogan is all about power.
Likewise, their video advert has just been released, showing the strength in all these women.
Perry is preparing for a shoot and trying on outfits, whilst Rae is hanging at a bar looking anythign but awkward.
Musk poses up a threat on a roof, whilst Curry gets ready for a talk, Arias works out and Moreda races.
All in all it's almost two minutes of some fabulous, female power and we kind of love it.