CoverGirl changes slogan after nearly 20 years

MARYLAND (WIVB) — It’s out with the old and in with the new at CoverGirl.

The company is changing its “easy, breezy, beautiful” slogan. The new tagline is “I am what I make up.”

The changes come after almost 20 years.

It’s intended to help shoppers be more expressive, and keep up with the times. provides commenting to allow for constructive discussion on the stories we cover. In order to comment here, you acknowledge you have read and agreed to our Terms of Service. Commenters who violate these terms, including use of vulgar language or racial slurs, will be banned. Please be respectful of the opinions of others. If you see an inappropriate comment, please flag it for our moderators to review. Note: Comments containing links are not allowed.

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