Beauty news: Kaia Gerber, announced as new Makeup Ambassador for YSL Beauté

It feels like almost every other day that the world’s beauty brands are signing up new spokesmodels, with many a savvy decision being made. YSL Beauté is a brand up there in the top five when it comes to the most killer stables, and the beauty mega brand announced yesterday that the rising star with supermodel genes known as Ms. Kaia Gerber is their newest face.

Preternaturally cool and in possession of deep dark eyes, striking cheekbones and a big smile, Kaia is definitely a supermodel in the making. Only 17 years old, Kaia has a natural confidence and self-assured sense of style that has enabled her to create an impact on the global fashion community. 

Now with notable campaigns and catwalks under her belt, the much sought-after model has earned a name for herself in her own right, with covers for trend-setting publications like i-D, Love and Pop as well as well-established magazines like Vogue Paris, Vogue Italia, and Teen Vogue already achieved. 

The face of a new generation of fashion stars, Kaia has a serious social media following of 3.8 million, and is already at the vanguard of fashion’s new landscape.  “I think these days, everything you do has to be measured with a degree of responsibility,” she says. “If there are people who view me as a role model, I really hope to be able to create positive images and messages that inspire others to feel confident about the way they look, to look after themselves, and basically to be kind to themselves.” Clearly with a similar EQ and work ethic to her famous mother, Cindy Crawford, Kaia has an innate confidence that makes her aspirational as a modern-day girl, doing things her own way. Whether she’s photographed by paparazzi while on holiday with her family, or pounding the runways with the fashion elite, she’s her own person, a young woman shaping her destiny, and inspiring others to do the same. 

Starting with a campaign in January 2019 shot by renowned photographer David Sims, Kaia will star as the face of Rouge Volupté Shine, the iconic moisturizing lipstick, and will also be the muse for Touche Éclat and Mascara Volume Effet Faux Cils in forthcoming campaigns. 

“The campaigns were so enjoyable to shoot – David (Sims) and I had both worked with Kaia before, so everything felt very easy, very connected, and we appreciated every moment”, says Tom Pecheux, Global Beauty Director for YSL Beauté.  She embodies the youthful spirit of YSL Beauté, an iconic value of the brand. These new campaigns enhance the natural beauty of this rising star, while allowing for self-expression and makeup creativity. 

“Kaia is a blossoming talent with a unique sense of style and a stunning beauty,” stated Stephan Bezy, International General Manager of Yves Saint Laurent Beauté.  “The perfect embodiment of her generation’s desire for authenticity and edginess, as a muse and ambassador she will convey these values which entirely resonate with what YSL Beauté stands for.”

“To be the new face of YSL Beauté is an opportunity to write a new story full of fun, colour and makeup. I love the DNA of a brand that is so subversive while being so luxurious and cool!”, underlines Kaia. 

I for one, can’t wait to see what she and the iconic brand cook up together!

(photos copyright Keith Kandell)