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Kendall Jenner can trace her earliest beauty memories back to when she was a kid rummaging around in her mother’s make-up drawers, and watching the Kardashian matriarch as she got ready to go out. While Kendall’s personal journey towards self-acceptance has not been without its twists and turns, at 27, she finally knows her own worth. It’s fitting, then, that the model and fashion muse is being unveiled as the new face of L’Oréal Paris.
“L’Oréal Paris is honored to announce our partnership with one of the most powerful women in the world,” says Delphine Viguier-Hovasse, L’Oréal Paris global brand president. “It’s a new high in our mission to empower every woman, everywhere. At any other time, Kendall Jenner might have been as successful as she is now, but her worth and her choices and her image might have been defined or even controlled by others. But nobody defines Kendall Jenner but Kendall Jenner. She is the embodiment of everything Gen-Z stands for.”
Not only will the model act as a spokesperson for the beauty juggernaut, connecting with younger audiences, but she will also front campaigns for the brand’s upcoming releases, from the Infallible Matte Resistance Lipstick to the Panorama Mascara. “I’m honored to be part of a new sisterhood of strong, powerful women and to be able to say those iconic words, ‘I’m worth it’,” says Kendall.
A longtime fan of the brand, Jenner recalls using practically every version of L’Oréal shampoo when she was growing up, but these days her go-to product is its foundation—in particular the Infallible Freshwear. Years on from her childhood bathroom rituals, she says: “Joining the L’Oréal Paris family and having the opportunity to embody everything the brand stands for feels like a true full circle moment.”
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