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A new era of CoverGirl is officially underway—complete with a new slogan (“I Am What I Make Up”) and packaging and spokespeople like 69-year-old model Maye Musk and motorcycle racer Shelina Moreda. But the brand’s overhaul actually began back in September, when chef and Food Network host Ayesha Curry was signed. In fact, the Markham, Ont., native is its firstever face who isn’t a model, a singer, an entertainer or an actress. “When we looked at our roster, we realized that even though we said the brand was for every girl, all our spokesmodels came from those industries,” says Ukonwa Ojo, the brand’s senior vice-president, at the launch of the rebrand in New York. “Women play so many amazing roles in society, and we weren’t celebrating that.”

Earlier that day in a bright hotel room, Curry, wearing an equally bright pair of green stilettos, purple blouse and pleated silver skirt, is clearly delighted about her new role. “When they called, I thought I was being ‘Punk’d ’; I’m not the traditional choice,” she says, referring to her culinary background. As untraditional as she may be, Curry, who has been a lifelong makeup lover, is the face of CoverGirl’s Peacock Flare Mascara ($14) and of Trublend Matte Made Foundation ($13), which comes out in June. And a love of beauty products seems to run in the family. “My five-year-old daughter is obsessed with makeup,” she says. “She’ll say ‘I’m going to contour your crease’ and I’m like, ‘Excuse me? You’re five.’”