Coty Inc. has appointed James Molloy as global makeup ambassador for Rimmel London.

A rising star known creating unique, coveted looks for high fashion runway, editorial and red carpet, Molloy has been recognised by the brand as a powerful voice to communicate Rimmel’s edgy and evolving beauty vision to both the consumer and influencer across all social and media platforms.

The appointment is part of Rimmel’s move to develop and nurture up-and-coming, inspirational talent that connects with its consumers.

Molloy has worked with Emma Watson, Kanye West and Dita Von Teese, to name a few. His editorial work has appeared in some of the world’s leading high fashion and creative titles, including: Vogue, Harper's Bazaar, L’Officiel, Lula, i-D and 10 Magazine.

Molloy was previously UK senior artist and director of makeup artistry (Asia Pacific) at MAC, which allowed him to be at the heart of key shows for designers like Stella McCartney, Moschino Resort and Proenza Schouler. He also established artistry training programs on behalf of the brand, while forecasting make-up trends and maintaining a new product developmental role.

In his new role, Molloy will be pushing beauty boundaries via the creation of innovative, trend-led looks which speak to the consumer and influencer. Bringing his unique artistry expertise and points of view to the brand, he will represent Rimmel globally to further the brand vision as well as influencing product and shade development. Interviews, shoots and digital tutorials created by Molloy for new launches will sit across all brand platforms.

Montse Passolas, vice president global marketing Rimmel London & Manhattan, says: “His connection and understanding of the new digitally savvy modern consumer that embraces different looks base on their ever-evolving persona drove us immediately to James; if you top that with his genuine warmth as a person and love for make-up like us, sparkles can come out of this partnership.”