“Made In The Mirror” introduces the world to a new kind of COVERGIRL and celebrates every woman’s power to express any side of who she is or who she wants to be, at any moment, through makeup. The film follows six multifaceted women—including five new COVERGIRLs, from comedian Issa Rae to moto racer Shelina Moreda and 69-year-old grandmother and model Maye Musk—to show how they unapologetically express themselves through makeup in any situation.

The film takes mass beauty advertising out of the studio and into the real world to show the true transformative power of makeup. It culminates in the reveal of COVERGIRL’s new logo and the first appearance of its new “I Am What I Make Up” tagline.