L’Oréal Paris set tongues wagging last week when the brand posted an image on Instagram of a dark-haired women with her face covered by a movie clapboard with the teasing caption – “Lights, camera, action! Can you guess who our new L’Oréal Paris ambassador is?

Kendall Jenner emerged as the frontrunner for the role, before it was confirmed just hours ago on social media.

The 27 year old reality star and model announced the news on Instagram, posting: “ever since i was little i can remember L’Oréal being a part of my life and routine. which makes this moment extra special for me 🙂 I’m excited and honored to be joining @lorealparis family and to stand along with so many inspiring women. I’m worth it, as are you ❤️”

Delphine Viguier, L’Oréal Paris global brand president, said, “Nobody defines Kendall Jenner but Kendall Jenner. She is the embodiment of everything Gen Z stands for, owning her image, proudly growing in her self-worth, and inspiring others to do the same.”

The multi-million dollar deal will see the daughter of Kris Jenner and Caitlyn Jenner, join the ranks of former and current faces for the brand such as Helen Mirren, Eva Longoria and Aja Naomi King.

Jenner received a huge amount of coverage when celebrity makeup artist, Mary Phillips,  revealed the lengthy list of affordable L’Oréal Paris products she used on her face for the Met Gala in New York on May 1st. A skin-boosting prep of L’Oréal Paris Revitalift Derm Intensives 1.5% Hyaluronic Acid Serum was followed by 17 more of the brand’s products from foundation through concealer, blush, bronzer, powder, highlighter, eyeshadow, eye liner, brows and lips, ending with L’Oréal Paris Color Riche Intense Volume Lipstick in Nude Admirable.

Jenner has appeared in numerous ad campaigns and walked the runway for major fashion and accessory brands, including Michael Kors, Jimmy Choo, Calvin Klein, Fendi and Prada. She also featured in ads for Estée Lauder for Modern Muse fragrance and Pure Color Envy Sculpting Gloss. With 292 million followers on Instagram, Jenner is one of the highest earning celebrities on the social media platform and also one of the world’s highest paid supermodels.

Her sisters – Kim and Kylie -famously started their own beauty brands, SKKN by Kim and Kylie Cosmetics and Kylie Skin – now Kylie Beauty. Coty bought a 20 percent ownership stake in Kim’s beauty business in 2021 for US$200 million and paid a whopping US$600 million for a 51 per cent stake in Kylie’s ventures in 2019. Last week, another rumour surfaced in the Wall Street Journal that Kim was in talks to buy back the Coty stake to expand SKKN’s beauty categories.

Kendall has also collaborated with Kylie Cosmetics on collections, including the Kendall x Kylie Pressed Powder Palettes.

With Jenner becoming one of the ambassadors for L’Oréal Paris, it is predicted to extend the brand’s already huge social media reach. The L’Oréal Groupe has long been one of the beauty industry’s leaders in social media engagement and digital transformation.

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