CoverGirl is an American cosmetics brand founded in Maryland, United States, by the Noxzema Chemical Company and acquired by Procter & Gamble in 1989 and later acquired by Coty, Inc. in 2016. The Noxell Company advertised this cosmetics line by allowing "cover girls"", fashion models, actresses, and singers who appear on the front cover of women's magazines, to wear its products. CoverGirl primarily provides a wide variety of consumer-grade cosmetics."