Outside of an exploratory time in college, I will admit to a certain amount of naiveté when it comes to women’s makeup, but I do know a few things about motorcycle racing, and a little bit more about the motorcycle industry as a whole, which is why today’s news is a pretty big deal.
Motorcycle racer and motorcycle school instructor Shelina Moreda has been named the newest CoverGirl, as the American cosmetic brand is looking to broaden its reach with women, which in turn also helps the motorcycle industry broaden its reach with women.
Moreda is known best for racing in the MotoAmerica paddock, along with stints abroad, racing in China, Japan, Qatar, and Spain. You can read about her time racing the Suzuka 4-Hours right here (Part 1, 2 & 3), where she and Melissa Paris were the first all-female team to complete in the Japanese endurance race.
Now as a global face for one of the most iconic cosmetic brands, Moreda’s reach will extend well beyond the race track, and into the mainstream media consciousness.
The motorcycle industry is currently comprised of only 14% female riders, something that industry leaders are quick to tout as a victory, despite its woefully small representation of the total potential motorcyclists in the US population.
Reaching beyond the industry’s walls is a huge task, but it is one that is vital to the growth and future of the motorcycle industry. Just recently, the CEOs of both Harley-Davidson and Indian spoke at the AIMExpo’s keynote address about the importance of creating new riders.
Answering their call at the largest gather of industry-types in the USA, Shelina Moreda’s inclusion in CoverGirl’s family is perhaps one of the most important attempts by the American motorcycle industry to appeal to new riders in the ranks of women.
It is interesting that it was accomplished without any help from the Motorcycle Industry Council or the American Motorcyclist Association – the two groups who should be leading the charge to grow motorcycling in the United States, but I digress.
“Pro racing is a challenging profession – physically, mentally, and emotionally,” said Moreda in her press release. “I love what I do, and people are often surprised because the sport of racing is largely dominated by men.”
“Makeup is something I’ve always enjoyed, and it’s something that sets me apart from the guys when I’m on the racetrack and the only thing you can see are my eyes peering out of the helmet, so that’s the part I especially love to play up.”
“My partnership with CoverGirl shows the world that it’s okay to have an active and powerful career, and still value feeling pretty. I am happy to be able to encourage other people to unapologetically be themselves, pursue what they love, and share it with the world.”
Good job girl. We’re proud of you.
