CoverGirl is a cosmetics line founded in 1958 in Baltimore, Maryland, by the Noxzema Chemical Company (later called Noxell) and acquired by Procter & Gamble in 1989. The Noxell Company advertised this make-up line by allowing “cover girls,” fashion models that would appear on the front of magazines, to wear their products. CoverGirl is known also for its sponsorship of America's Next Top Model and its tagline — Easy, Breezy, Beautiful, CoverGirl.