Cara Delevingne Rimmel has been forced to pull a TV ad campaign featuring model and actor Cara Delevingne after the advertising watchdog ruled that it had been manipulated too much with post-production techniques including airbrushing.

When someone mentions Rimmel London, you probably think of Kate Moss. Her "get the London look” was splashed across billboards from Piccadilly Circus to Times Square, and dominated ad breaks throughout the Noughties.

In the 1830s, Eugene Rimmel, a French perfumer, developed the first commercial mascara, made from a mix of petroleum jelly and coal dust. Rimmel named his mascara “mascaro,” which means “mask” in Spanish, as it was meant to mask any imperfections in the eyelashes.

The latest example: the TikToker Mikayla Nogueira. Earlier this week, the 24-year-old beauty influencer uploaded a video reviewing a mascara. Soon after, she faced a tidal wave of backlash online as people accused her of wearing fake lashes to amplify the mascara's effects, thereby providing inauthentic advice.

I'm so pleased that Georgia May Jagger has taken over from Kate Moss as the face of Rimmel London.

The London Look is an attitude, a way of live, a vibe. An attitude that celebrates individuality, self expression and boldness. We created the LL, a symbol for those who share that attitude and launched a manifesto featuring influencers who our girls care about.

Ulta confirmed to WWD that Rimmel, which is much more popular in Europe than it ever has been in the States, has been discontinued both in stores and online. Rimmel is currently undergoing a relaunch in the United States to appeal to more mass-market consumers.

In 1913, a chemist named Thomas Lyle Williams created the first mascara that was available in the US. He named it “Maybelline” after his sister, Maybel, who inspired him to create the product. Throughout the 20th century, mascara continues to evolve.

The word has taken on a whole new meaning on TikTok, which has a language of its own: “Aglospeak”. “Mascara” refers to someone's romantic partner and is being used with the hashtag #MascaraTrend as code to describe relationships. As an example, one TikToker joked: “My mascara stuck its wand in another tube.”

Young people are using “mascara” as a code word for talking about sex, relationships and assault. Posts tagged with #mascaratrend generally feature young women using the term “mascara” and associated metaphors to refer to romantic or sexual partners.

Adwoa Aboah London, 6 May 2021: Rimmel London is proud to announce international model and mental health advocate, Adwoa Aboah, as the new global activist for the beauty brand. Celebrating bold individualism, Adwoa will be the face of major beauty campaigns and product launches throughout 2021 and beyond.

1. Cara Delevingne - £8 million a year. The youngest Delevingne sister has officially been crowned Britain's highest paid model, working out equivalent to an estimated £22,000 a day.