Kate Moss to be dumped as the face of Rimmel

Aging supermodel Kate Moss faces being axed as the face of Rimmel -- in favor of British TV presenter/model Alexa Chung.

24-year-old Chung (pictured), impressed bosses at the cosmetic giant during a series of secret screen tests to find a replacement for 34-year-old Kate. They have whittled the shortlist down to her and 22-year-old St Trinians star Gemma Arterton.

A source said: "There have been rumblings for some time about Kate being replaced by a younger model. She's been amazing for the brand, but they've wanted a fresh face.

"Alexa is one of the hottest faces out there.

"Not only is she beautiful, she's savvy, sexy and has bagloads of attitude.

"Lots of girls also admire Alexa's rock-chic style and the fact she knows her music. She's very much in the driving seat."

Agyness Deyn, Daisy Lowe and Lily Cole also tried out in the secret tests but failed to make an impression.

Kate remains a huge player in the fashion industry. Last year alone she earned around $30million and is worth an estimated $90million.

Mother of one Moss has held the lucrative contract with Rimmel since 2001. She was recently replaced as the face and body of Agent Provocateur as its focus switched to younger models such as Deyn.

Rimmel had considered ditching Kate in 2005 after pictures of her snorting cocaine were published by a British tabloid, but the company stood by her.

Emmanuelle Bonte of Rimmel, declined to comment on Alexa, insisting, "Kate remains the face of Rimmel London and will continue to appear in campaigns for the foreseeable future.

"Rimmel London has no plans to replace Kate. We are very happy with the collaboration."