The Body Shop has unveiled singer Leona Lewis as its new brand activist, as she launches a make-up and fragrance collection with the beauty retailer.

The ethical retailer will use Lewis to spread the message about its cruelty-free cosmetics and to actively support its various projects.

Model Lily Cole remains an advocate for the brand after she was revealed as a brand ambassador last year.

Lewis first job in the role will be to help The Body Shop and NGO Cruelty Free International in their joint, global campaign to end animal testing for cosmetics forever. It builds on the EU ban on animal testing for cosmetics that comes into effect on March 11.

The Body Shop will launch the Limited Edition Collection by Leona Lewis, an exclusive cruelty-free make up and fragrance collection, which hits stores from March 25.

Lewis will also be performing an exclusive gig for fans on March 26, which The Body Shop will stream live.

Leona Lewis says: “I’m passionate about beauty and I’m all about animal rights. As a result, I’m really conscious of where the products that I use come from. The Body Shop sells cruelty free, ethical products containing amazing Community Fair Trade ingredients. The collaboration is a natural fit.”