Kaia Gerber Announced as NARS Cosmetics' New Global Brand Ambassador
NARS Cosmetics has named Kaia Gerber as its newest global brand ambassador, solidifying her role as a key figure for the beauty brand. In announcing the partnership, NARS founder and creative director, François Nars, described Gerber as both a "beauty and fashion icon" and a "longtime collaborator" of the company. The appointment leverages Gerber’s high profile and fashion industry experience to support NARS’s ongoing expansion initiatives.
Gerber’s selection as a brand face carries significant weight, as she frequently generates newsworthy headlines in both fashion and beauty sectors. She has walked runways for major global designer labels and appeared on the covers of top glossy magazines. Her demand extends across both high-end and mass-market labels, demonstrated by her recent selection as Mango’s latest face in May for a collaboration set to run throughout the year. Two months prior, she also appeared alongside her mother, Cindy Crawford, for Mango's rival, Zara, headlining a new session of its ‘Zara Streaming’ initiative.
Gerber will make her official debut for NARS in a campaign shot by François Nars himself, promoting the new Afterglow Lip Balm. This product is scheduled to launch in January. The campaign represents a larger industry trend where high-end brands are investing heavily in categories, such as lip balms, that were once considered humble, elevating them with major promotional backing and premium positioning.
The strategic partnership with Gerber comes at a time when Shiseido-owned NARS is actively expanding its market reach. In October, the company announced a strategic collaboration with Reliance Retail’s omnichannel business Tira to boost accessibility in India. Gerber’s global presence is expected to significantly support these growth plans. François Nars praised Gerber’s attributes, noting, “Kaia is a true beauty, a supermodel of today who carries with her the spirit of another era.” He compared working with her to stepping back into the age of original icons, stating, “What I always loved about them was their joy. They loved the camera, the artistry of makeup and hair, and fashion itself. Most importantly, they gave everything in front of the camera... Kaia has that same spirit and photographing her was like reliving the magic—one of the very things that made me fall in love with this industry in the first place.”
