Kendall Jenner: the new face of L’Oréal

Californian model and TV star Kendall Jenner has reportedly signed an £11 million (€12.8 million) deal to become the beauty giant’s new face.


The announcement was revealed by British tabloid The Sun on Monday 17 July and picked up by The Industry.Beauty.


The 27-year-old model, half-sister to Kim, Khloe and Kourtney, has been known since the age of 12 via the American reality show The Incredible Kardashian Family, and is now set to embody the international image of the L’Oréal group.


This contract will enable the beauty giant to beef up its presence on social networks. For the moment, neither Kendall Jenner nor L’Oréal have confirmed the news.


Inclusive recruitment


On Monday 17 July, British newspaper The Sun reported that reality TV star Kendall Jenner had just signed a muse contract with the L’Oréal group, worth £11 million (€12.8 million).


It all started with an advert on l’Oréal’s Instagram account on 16 July. It showed a clapman obscuring the view of a model in the background, whose figure was no secret to her fans, who commented on it in droves.



For brand and culture expert Nick Ede, who runs a press relations company in London, “this is a great signature which means that L’Oréal is evolving with the times“.


This choice is also a nod to her sister and youngest member of the Kardashian clan, Kylie Jenner. Unlike Kylie, Kendall does not yet own her own brand of beauty products, and even less so with a community of 26 million followers.


However, Kylie launched her Kylie Cosmetics brand in 2015 before diversifying into skincare with Kylie Skin in 2019.


Nick Ede points out that L’Oréal and its inimitable slogan “because you worth it – in place since 1971 in its old version – has always been particularly inclusive in its casting, not hesitating to promote more senior celebrities like Jane Fonda and Helen Mirren or even Latino stars like Eva Longoria and Jennifer Lopez.

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Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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