NEW YORK — Makeup artist James Molloy has been named global makeup ambassador for Coty Inc.’s Rimmel London brand.

Coty said Wednesday that Molloy, previously U.K. senior artist and director of makeup artistry for Asia-Pacific at MAC Cosmetics, will be charged with communicating the Rimmel brand’s “edgy and evolving beauty vision” to consumers and beauty care influencers worldwide, as well as taking part in product innovation and shade development.

James Molloy

“We are extremely excited to be working with James as our new global makeup ambassador for Rimmel. James has spent some time abroad, which has given him an impressive and open-minded view on beauty,” stated Montse Passolas, vice president of global marketing for Rimmel London. “His connection and understanding of the new digitally savvy modern consumer that embraces different looks based on her ever evolving persona drove us immediately to James.”

Known for his ability to create unique looks for high-fashion runway, editorial and red carpet, Molloy is respected by industry insiders, photographers and celebrities, and he has worked with such talent as Emma Watson, Kanye West and Dita Von Teese, according to Coty. His editorial work has appeared in top fashion publications, including Vogue, Harper’s Bazaar, L’Officiel, Lula, i-D and 10 Magazine.

“Drawing on his passions for art, fashion and makeup, James will bring his unique creative vision to Rimmel,” according to Chandra Coleman, vice president of U.S. marketing for Rimmel London. “We are thrilled to embark on this journey together and can’t wait to see how he will empower and inspire all individuals to express their individuality and edge their look.”

As a makeup director at MAC, Molloy was at the heart of key shows for designers like Stella McCartney, Moschino Resort and Proenza Schouler. He also established the MAC artistry training programs and maintained a new product development role, Coty said.

“I am truly honored to partner with Rimmel as their new global makeup ambassador,” Molloy commented. “I am so proud to be working with such an iconic brand and am very excited to start working with them to help individuals understand how they can edge their look.”