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Emmy Rossum promotes natural beauty as face of new Burt's Bees campaign

Actress Emmy Rossum will front her new Burt's Bees Beauty campaign with as little makeup as possible.

The 31-year-old star is very familiar with the brand's natural ingredients thanks to her use of Burt's Bees products on TV series Shameless, in which she portrays the character Fiona Gallagher.

"I've been using Burt's Bees products on Shameless for a long time," she tells PeopleStyle. "Fiona has a very natural look. The Burt's Bees tinted lip balm is all we use on Fiona, and their eyeliner as well. So I was very excited to get involved with the campaign. The products themselves are made with natural ingredients and not tested on animals and that really hit home on a number of levels for me."

Emmy is proud to be the face of the company's new 'I am not synthetic' marketing scheme due to its empowering message for women.

"This campaign is not just about being synthetic, it's the idea of being a real woman," she explains. "The visuals of the campaign feature real women who are embracing their authentic beauty. They are not feeling pressure to conform to a homogenised or overly artificial idea of beauty and they're kind of just bringing out their natural beauty."

Bosses at Burt's Bees Beauty are unveiling new products to expand their makeup line and Emmy is appreciating the fresh natural cosmetics they have to offer.

"Having a lipstick that has jojoba oil and other things in it that makes it feel really nourishing is really nice," the star smiles, noting she is also a huge fan of the brand's face oil. "I like it not only before bed but I like it even over makeup. In lieu of highlighter, put some on your cheekbones, above your cupid's bow, and down your nose - it makes your face look really healthy and moisturised."

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