Rimmel London has named global street artist Indie 184 as Chief Artistic Officer, the first role of its kind for the brand.

Indie 184, a native New Yorker, is an artist with a bold and graphic style characterized by bright colors, feminine accents and stylized images of prominent women — from Elizabeth Taylor to Rihanna. Her work epitomizes the idea that beauty is art and art is beauty.

Rimmel London says it is committed to spreading a message of individuality and self-expression, and Indie will continue propelling the brand’s edgy, creative, and unique persona. She will translate her unique artistic perspective to edgy beauty looks that can be recreated with Rimmel products.

Indie will also consult on brand content creation to be rolled out in media beginning in February. This month, Rimmel will launch a new campaign, “The Art of Beauty,” hoping to inspire consumers to embrace their inner artist when creating their own looks, while also celebrating street beauty trends.

“I’m excited to begin a new artistic journey with Rimmel London,” explains Indie. “As an artist, I have always appreciated the individuality that comes with creating a makeup look. Rimmel London is committed to utilizing makeup as a creative tool and finding beauty in the unique.”

Indie’s art has been exhibited in galleries and museums worldwide, including El Museo del Barrio in New York City and Völklingen Ironworks Museum in Saarbrücken Germany. You can find her graffiti pieces in the streets from the South Bronx to Paris—the perfect embodiment of global street style.

“Indie 184 is an amazing artistic talent and we are thrilled to have her creative mind as an asset to the brand”, says Chandra Coleman, VP of US Marketing at Rimmel London. “Her work epitomizes the notion that beauty is art and art is beauty. Rimmel is all about redefining beauty standards and using our products to create your unique, bold and edgy look. We’re so excited about this rich partnership.”

Photo: (L) Rimmel London Stay Matte Liquid Lip Colour; Indie 184