The supermodel cements her status as a modern beauty icon as she steps into her role as NARS Cosmetics’ new global ambassador.
NARS Cosmetics has officially named Kaia Gerber as its new global brand ambassador, describing her as “a beauty and fashion icon” and a long-standing collaborator of founder and creative director François Nars. The appointment reinforces the brand’s commitment to figures who embody timeless elegance while resonating with contemporary culture.
At just 23, Kaia Gerber has become one of the most influential faces of her generation. She has walked for the world’s leading luxury fashion houses and fronted the covers of top international fashion titles, positioning herself as a powerful presence across both premium and mass-market segments.
Her visibility has been especially strong throughout the year. In May, she was announced as the new face of Mango, in what the Spanish retailer described as a year-long strategic collaboration. Earlier in the year, she appeared alongside her mother, Cindy Crawford, in a campaign for Zara, headlining a new edition of the brand’s ‘Zara Streaming’ initiative, a format blending fashion, entertainment and digital storytelling.
Gerber makes her debut for NARS with a campaign shot by François Nars himself for the new Afterglow Lip Balm, set to launch in January. The product reflects a wider industry shift, with high-end beauty brands elevating once-humble categories through premium formulations, strong visual identities and globally recognised ambassadors.
From a strategic perspective, Gerber’s appointment aligns with NARS’ ongoing international expansion. Owned by Shiseido, the brand recently announced a significant partnership with Indian retail giant Reliance Retail through its omnichannel beauty platform Tira, aimed at increasing accessibility and market reach in India.
Speaking about the collaboration, François Nars said: “Kaia is a true beauty — a modern supermodel who carries the spirit of another era. Working with her felt like stepping back into the age of the original icons. Those models were more than faces; they brought joy, energy and a deep love for fashion and beauty. Kaia has that same spirit, and photographing her was like reliving the magic that made me fall in love with this industry in the first place.”
With this new chapter, NARS strengthens its global positioning, while Kaia Gerber continues to affirm her place as one of the defining beauty and fashion figures of her generation.
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