When it comes to the beauty biz, these beauty brand ambassadors are the ones to watch.
If there’s one constant, it’s that celebrity brand partnerships are here to stay. The OG influencers have been a staple in brand marketing since the concept of a “celebrity” has existed, but it has evolved from the more white-centric tendencies of the past. While Hollywood stars (and their offspring) still rule the school, the industry is making room for inclusivity, meaning that some of our favourite Korean, Thai and Chinese faces have finally been given their well-deserved flowers.
READ: 6 Thai celebrities who have become the faces of major beauty brands
We’ve rounded up a list of all the biggest names to partner up with our favourite beauty brands in 2024—it’s only been a few months, but the campaigns speak for themselves. From IU for Estée Lauder to Jisoo for Dyson, here are the beauty brand ambassadors to know for 2024:
IU for Estée Lauder
Singer, songwriter and actress IU is the first Korean to join Estée Lauder’s roster of global brand ambassadors, marking a milestone for the brand in its mission to celebrate diversity and representation. “I am incredibly excited to be joining Estée Lauder,” says IU on her new role. “It is an iconic brand founded by an inspirational woman leader and is beloved by so many women around the world. I am truly honoured to be part of it.”
Jisoo for Dyson
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The Blackpink member was revealed to be Dyson’s latest Ambassador back in December, and has since starred in campaigns for the Airwrap, Supersonic, as well as the all-new Airstrait device. “Jisoo is an aspirational, modern and timeless beauty who plays an important role in celebrating natural beauty and elevating hair health,” says Kathleen Pierce, Dyson’s Beauty Category President. “We are delighted to welcome her to the Dyson family.”
Jay Chou for La Mer
Jay Chou—also known as the “King of Mandopop”—has been named as the latest brand ambassador for La Mer, launching his partnership with a stunning campaign for The Treatment Lotion. “La Mer’s skin philosophy really resonates with me,” says Chou. “I believe that youth is not fleeting; it’s timeless. With La Mer, the youthful energy of the skin can be recharged. I am so excited to partner with La Mer and celebrate the brand’s belief that self-care is for everyone.”
Willow Smith, Deva Cassel, Dilraba Dilmurat and Rachel Zegler for Dior Beauty
The 23-year-old was announced as the new Ambassador for Dior Makeup by Creative and Image Director Peter Philips earlier this year, and to kick off her new role, the singer, actor and soon-to-be author starred in the House’s campaign for the Forever Glow range. In the campaign images, Smith looks radiant wearing the new Dior Forever Skin Glow Tone-Up cushion and the Dior Forever Glow Maximizer.
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Serving as the International Fashion and Beauty Ambassador since March of 2024, Deva Cassel is one to watch. The model and actress is the daughter of Monica Bellucci and Vincent Cassel and stunned in a French Riviera-inspired bright coral look for her first campaign for Dior Summer 2024.
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The American and Chinese stars were announced as the new ambassadors for Dior’s fashion and beauty sections in December of 2023, and have since starred in some of the House’s most memorable campaigns to date, including for the new Rouge Dior alongside Yara Shahidi and Anya Taylor-Joy.
Dua Lipa and Austin Butler for YSL Beauté
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The Elvis actor was announced as the global ambassador of the brand’s new MYSLF fragrance back in August of 2023. The scent launched in Malaysia earlier this year, and is a fragrance made for the contemporary man—sensitive but authentic, confident but approachable, effortless but complex.
“I was honoured to be asked to join the YSL Beauty family,” says the star on his new partnership. “Over the last few years, I’ve spoken with people who knew M. Saint Laurent. He broke through labels. He was a rebel, and I love that about him. I feel privileged to be a part of the heritage he set in motion.”
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Dua Lipa, on the other hand, has been working with the brand since 2019 as the face of its Libre fragrance, but only officially signed on as the Global Makeup Ambassador for YSL Beauty in February of this year.
Davika Hoorne for Ulike
The beauty tech brand announced Thai actress and model Davika Hoorne (or, as she’s more fondly known by stans, Mai) as their first-ever Regional Brand Ambassador back in February, making her the brand’s official face across South East Asia.
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