Vick Hope has been revealed as the new brand ambassador of beauty supplement brand Perfectil.
The BBC Radio 1 DJ and children’s author has vowed to champion inner beauty in the role.
The announcement comes as a study conducted by the brand found that 80 per cent of Britons believe that inner qualities are more important than physical attributes.
The study of 2,000 adults revealed that more than three quarters (83 per cent) of Britons feel that real beauty is about being comfortable in your own skin.
Nearly eight in ten (77 per cent) of those surveyed feel that modern beauty encompassed traits like confidence, loyalty and inclusivity.
And more than half of Britons said that honesty was the top trait they looked for when selecting friends (54 per cent), followed by kindness (53 per cent) and loyalty (48 per cent).
Vick said: “I'm absolutely thrilled to be joining the Perfectil family! I've always believed that beauty comes from feeling good, so this partnership feels like such a natural fit. I’m looking forward to working with Perfectil to champion living healthily and the qualities that make us beautiful on the inside.”
Vick has previously told the Guardian how she has prioritised her physical and wellbeing by swapping alcohol for mint tea and spending more time outdoors.
She told the newspaper: “I adore being in nature and exploring outdoors. I spent the first 10 years of my life in Newcastle, then we moved to the Northumberland countryside. I am very grateful that I had so much fresh air and green growing up. It keeps your mental wellbeing and perspective in check.”
Robert Taylor, Senior Vice President at Perfectil, said: “Vick Hope is the perfect ambassador for Perfectil, embodying the nation's evolving understanding of beauty.
“Our research shows that 85 per cent of Brits are prioritising inner beauty, while we've always championed the idea that beauty starts from within through the right nutrition.”
