Grooming

Exclusive: Tom Daley is Rimmel's first ever male global ambassador

The Olympian follows in the footsteps of Kate Moss and Cara Delevingne in a pivotal moment for the brand
Tom Daley
Rimmel London

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. Rimmel has been a proud export of the British cosmetics industry since 1970, but now the label, which is best known for an extensive and bestselling make-up range for women, has got a new face: Tom Daley.

From today, the sportsman and keen knitter will stand as the first ever mal global ambassador. Daley's partnership with Rimmel will kick off with a campaign for its Match Perfection foundation, which Daley will appear in alongside existing Rimmel ambassador and former GQ cover star Adwoa Aboah

We caught up with 28-year-old Daley down at the Mondrian Hotel in Shoreditch ahead of his debut, where the young Brit explained how the new role “came as a total shock.

"I had to take a moment to sit down and really take in what the team had proposed to me. It'll be interesting to see what the reaction to Rimmel having a man in their campaigns will be, but I really hope it's a positive one."

Rimmel London

For Daley, it's the biggest campaign of his career. You might remember when he fronted social activations for the likes of Adidas during the 2012 London Olympics, but as he tells me, “these were nothing compared to how big this is. This is a global campaign that will be blasted onto everyone's TVs.” 

Daley was one of the first openly gay men in British sports, coming out in 2013 and highlighting how few men in sport felt they could do the same. "There were more people with the name James than there were out and proud gay men in the 2012 Olympics.” 

Since then, he is more than a suitable candidate for the Rimmel job. “I'm hopeful that the campaign, and myself as a man fronting it, can help men realise that make-up can be something they can incorporate into their everyday lives, without the fear that many of them have. It’s incredibly exciting to see that beauty is diversifying and becoming fully inclusive, no matter someone's gender."

Rimmel London

Sarah Al Shohaib, Rimmel Senior Vice President, explained that Daley's role as an ambassador for the brand – a role historically given to women – will take it in a new and necessary direction. “Rimmel’s partnership with Tom Daley marks an exciting new era for the brand. We are proud of our mission to prioritise diversity and inclusion," says Al Shohaib. "As a world-class athlete and an advocate for mental health and LGBTQI+ rights, Tom is a powerful role model."