Beauty news: Maybelline New York appoints Josephine Skriver as global spokesmodel

In one very clever beauty coup, Maybelline New York has announced that model-meets-philanthropist Josephine Skriver is the brand’s newest global spokesmodel. 

A well-known international model with a super loyal fan base and chameleonic look, Josephine is recognised for her philanthropic work, down to earth personality and immense success in her modelling career on the runway and in notable campaigns.

“Being a part of the Maybelline New York family is a dream come true,” says Josephine. “I have been wearing Maybelline since I was a little girl.”  She adds she is “honoured to represent not only Maybelline, but all of the girls who are wearing Maybelline, because these young girls are the future. They are powerful and beautiful and that to me is what Maybelline stands for. I could not be prouder to represent them and make it happen.”

Josephine grew up in Denmark and was first approached about modelling when she visited NYC on a trip with her soccer team as a teenager. Years later in February 2011, Josephine’s connection to New York came full circle when she made her debut at New York Fashion Week, walking for designers like Calvin Klein and Rag & Bone. The same year she appeared in Milan and Paris shows, walking for Balenciaga, Chanel, Dolce & Gabbana, Valentino, Yves Saint Laurent and most notably closed Prada’s show. 

Since her successful career launch, Josephine has modelled in campaigns for the likes of Bulgari, Gucci, Max Mara, Michael Kors, and Tom Ford. She has collaborated with top photographers including Steven Meisel and Mikael Jansson, while her editorial accolades include American Vogue, Vogue Italia, Vogue Germany, V, Dazed, W, and Interview. In 2013, Josephine walked in her first Victoria’s Secret Fashion Show, and was given the coveted title of Victoria’s Secret Angel in 2016.

Josephine joins an impressive line up of global spokesmodels who have helped shape the identity of the iconic Maybelline New York brand including Adriana Lima, Gigi Hadid, Herieth Paul, Jourdan Dunn, Cris Urena, I-Hua Wu, Emily DiDonato, and Christy Turlington. 

“Josephine embodies the determination, energy and dream of making it happen in New York City,” says Leonardo Chavez, Global Brand President, Maybelline New York.

And New Zealand make-up lovers will be more than delighted to see Josephine fronting campaigns locally says Maybelline NZ group marketing manager, Anna Thompson: “Kiwis love a strong female figure and Josephine is sure to resonate with consumers around the country. She’s not only beautiful, but down to earth, hardworking and incredibly charitable. This exactly the vitality the brand encompasses.” 

Maybelline New Zealand make-up director Gee Pikinga is just as thrilled about the new addition to the global Maybelline family. “Skriver is nothing short of amazing and a great fit for Maybelline,” says Pikinga. “She perfectly embodies the brand’s ethos and I have long admired her beauty and demeanour. I would love nothing more than to create a Maybelline beauty look just for her.”

In addition to her modelling career, Josephine is notable for being an advocate for global LGBTQ rights and is involved with organizations like Family Equality Council and COLAGE as well as to Keep A Child Alive.

Josephine will appear in her first campaign for the brand in May 2018, and I for one cannot wait to see what rolls out!