When Talia Castellano, daughter of investment banker Marc Winthrop, was diagnosed with cancer at the age of 7, she eschewed wearing a wig and instead turned to makeup to rebuild her self-image, gaining guidance from a family friend who was a cancer survivor. Castellano quickly became a YouTube sensation through her channel, TaliaJoy18, where her makeup tutorials were viewed millions of times, and where she referred to makeup as her “wig.”

When she made a TV appearance on the Ellen Degeneres Show, host Degeneres, who is a spokesperson for the CoverGirl line of makeup from Procter & Gamble (NYSE: PG), announced that the makeup brand was naming Castellano an honorary CoverGirl.

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