Key takeaways on the return of celeb brand partnerships
- Major beauty brands are increasingly leveraging celebrity ambassadors to highlight brand values and reach new consumers.
- MAC, Lancôme, Vichy, Estée Lauder and Kérastase each selected new ambassadors who embody a specific ‘purpose’ based on brand values.
- These partnerships reflect wider trends in beauty marketing, from inclusivity and purpose‑led storytelling to wellness‑focused positioning.
Another week, another announcement of a new celeb brand partnership. As many of the world’s biggest beauty brands team up with celebs to promote their latest campaigns, we highlight five new brand ambassadors that have caught our eye – and why they were chosen.
Chappell Roan for M•A•C
M•A•C Cosmetics has announced singer Chappell Roan as its newest global brand ambassador.
Roan noted how the brand has always made space for more alternative perceptions of beauty. “Since day one, they’ve embraced art, queerness, drag and self-expression,” she said, speaking about her affinity with the brand.
In the new campaign, the singer appears with a cloud‑white complexion, no eyebrows and a Cool Teddy lip.
“Chappell’s first M•A•C campaign is a modern take on androgyny that feels powerful, graphic and unmistakably her,” says makeup artist Andrew Dahling. “I drew from film-noir monochrome and 1930s military references and then layered in her signature high glamour.”
Speaking of M•A•C Cosmetics’ decision to work with Roan, global creative director Nicola Formichetti said: “Chappell represents a generation that values authenticity, queer joy and fearless self-expression, which aligns perfectly with M•A•C and our mission of ‘All Ages, All Races, All Genders’.”
Christy Turlington for Lancôme
Lancôme has chosen to work with Christy Turlington as its new global ambassador.
The brand said Turlington’s innate femininity, proactive advocacy and spirited outlook align with its mission to inspire joyful and confident living. It noted that the former model is also a respected philanthropist, nonprofit leader, accomplished author, dedicated yogini and wellness advocate. Turlington’s pregnancy and childbirth experience inspired her to write, direct and produce the documentary No Woman, No Cry (2010), and later to found the nonprofit Every Mother Counts, which she leads today. Through her dedication, Christy has redefined what it means to use influence for lasting positive change.
Vania Lacascade, Lancôme global brand president, paid homage to “Her conscious optimism, sense of purpose and commitment to supporting women across generations [which] perfectly embody Lancôme’s values.”
Of the new partnership, Turlington said: “Lancôme represents a legacy of French elegance and progress that has always resonated with me… I’m honoured to join a family that shares that vision and uses beauty as a platform for positive change.”
Emily DiDonato for Vichy
Vichy’s partnership with Victoria’s Secret model Emily DiDonato comes as the wellness industry continues to surge.
DiDonato is also a nutrition coach and certified yoga teacher, which makes her a fitting partner as Vichy says it is “deepening its commitment to uniting dermatology and wellness through science-led skincare.”
Vincent Chauvière, global brand president of Vichy Laboratoires, stated: “I was drawn to Emily’s genuine embodiment of our brand values… Emily is also an inspirational voice in the beauty and wellness conversation, widely trusted to lead a path for people to maximise their skin and hair health, inside and out.”
Daisy Edgar-Jones for Estée Lauder
Estée Lauder has chosen to work with 27‑year‑old British actress Daisy Edgar-Jones, star of the Emmy Award-nominated series Normal People.
The campaign, which began in February 2026, will run across print, digital and in‑store.
“Daisy is very much the breakout star of her generation,” said Justin Boxford, global brand president, Estée Lauder. “Not only is she an incredibly gifted actress, but she embodies the ethos of the Estée Lauder brand. She is aspirational, yet approachable, and her confident, youthful spirit and innate sense of style will inspire consumers across generations.”
Demi Moore for Kérastase
Luxury professional haircare brand Kérastase has partnered with iconic actress Demi Moore, long admired for her talent and signature jet‑black hair.
Moore has often pushed the boundaries of hair styling, shifting from long lengths to shaved styles to modern pixie cuts.
“I have always admired Demi’s remarkable presence, both on and off screen,” said Amber Zak Yopp, global brand president, Kérastase. “Her legendary hair is more than just beautiful; it is one of her symbols of confidence and freedom… Demi truly reflects the spirit of the Kérastase woman – bold, empowered, and unafraid to let her story shine.”
Speaking of the collaboration, Moore said: “I believe there’s a unique energy in hair; it carries our experiences, our confidence, and our individuality… I can’t wait to share my new Kérastase chapter with you all."
