Dior Beauty has tapped American singer Willow Smith as brand ambassador.
The 23-year-old musician, who is the daughter of celebrity couple Will Smith and Jada Pinkett-Smith, is the face of Dior’s new Forever Star Glow foundation.
Smith stars in the make-up campaign alongside the luxury brand’s long-standing ambassador, The Queen’s Gambit actress Anya Taylor-Joy.
“Side by side, the two Dior Forever muses radiate their confidence with the new Forever Glow Star Filter, the multi-use perfecting glow booster for a natural glow,” read a statement from Dior.
Smith rose to fame in 2011 with the single ‘Whip My Hair’ and has since released five studio albums, as well as performing at Coachella music festival last year.
Dior describes Smith as “one of the most visionary and daring young women of her generation”.
Smith will front more make-up campaigns for the LVMH-owned brand going forward.
Dior is not the only beauty brand tapping Gen Z ambassadors to broaden its appeal.
YSL Beauty has signed singer Dua Lipa as Global Make-up Ambassador to ramp up its make-up reach with a younger generation.
Kérastase has tapped Euphoria star and ‘it’ girl Sydney Sweeney to promote its Blond Absolu, Genesis and Curl Manifesto hair care collections.