Pop hottie Sophie Ellis-Bextor has replaced supermodel Kate Moss as the face of cosmetics giant Rimmel.

The 29-year-old star has signed a multi-million dollar three-year deal, shooting two ad campaigns per year, and has reportedly finished filming the first.

Apparently, Rimmel was looking to offer a breath of fresh air to target the teen and 20’s market, and Moss is said to “remain the face of the brand along with a larger scope of models who reach a broader range of markets,” according to a source.

“Not only is Sophie beautiful but she has the cool look Rimmel is looking for,” an insider said. “She is hip but is also a mum so she will sell to a range of ages. She is sexy and savvy with flawless skin and bags of attitude. She’s admired by young girls, she’s also a yummy mummy and men think she’s gorgeous.”

Mother of one, Sophie, who is married to rocker Richard Jones, 27 (from hit band The Feeling), scored pop hits with Groovejet and Murder On The Dancefloor. Daughter of ex-Blue Peter presenter Janet Ellis, Sophie became the face of fashion chain Monsoon in 2006, and beat rivals including T4 host Alexa Chung, 24, and Bond girl Gemma Arterton, 22 for the Rimmel deal.