IT Cosmetics has unveiled Nadiya Hussain as its new Brand Ambassador and launched a new campaign, “Beautiful Without IT. Nadiya Hussain will star in the upcoming CC+ Cream x Confidence campaign and will feature in IT Cosmetics’ launches throughout the year. This campaign will hero real people and advocates, from its Head Office employees to Beauty Advisors and genuine IT Cosmetics consumers. As with all previous campaigns, IT will celebrate real skin with zero retouching. The CC+ Confidence campaign goes live from today (7 September) across digital, social media & OOH and will also include current Brand Ambassador & makeup artist Rose Gallagher and creator & author Natalie Lee ‘Style Me Sunday’. 

Nadiya says: “We all find confidence in different ways, I find my boldness in being different, being unique and knowing that there is only one of me. For everyone reading this there is only one of you! It is not always easy to celebrate the thing that makes you different. It has always been my skin. The colour that my body is enveloped in has made me feel excluded and unsure of the thing that I am most proud of today. To find a product that not only allows me to wear my skin with even more confidence but also makes me feel prouder of who I am, is the kind of campaign that I want to put my face to.”

Nadiya rose to fame after winning the sixth series of The Great British Bake Off. Since winning, Nadiya has presented her own cookery shows, written her own cookery/story books for children and reached bestseller status in the UK and abroad. Her TV success goes beyond cookery with her documentary ‘Nadiya: Anxiety and Me’ inspiring and comforting viewers nationwide, as she explored the causes of her anxiety and available treatments. Her latest cookbook, Nadiya's Everyday Baking publishes in September 2022.