Kérastase has announced actress Demi Moore as the luxury professional hair care brand’s new Global Brand Ambassador.
Moore will bring her “unique vision and charisma” to the role with the L’Oréal-owned brand, encouraging women across generations to “embrace their power to dare, to dream, and to shine”.
Moore, who starred in Ghost, G.I. Jane and The Substance, is known for her signature long black hair, with a series of iconic styles over the years, including a modern pixie-cut and even a shaved head for her film roles.
The actress will front a global campaign for the brand’s revitalised Chronologiste range, formulated for hair types showing signs of ageing.
“I have always admired Demi’s remarkable presence, both on and off screen,” said Global Brand President Amber Zak Yopp.
“She embodies a rare combination of elegance, strength, and authenticity that has inspired multiple generations.”
Yopp continued: “Demi is fearless – not only in her iconic roles but in the way she embraces her individuality and shares her journey with honesty and grace.
“Her legendary hair is more than just beautiful; it is one of her symbols of confidence and freedom.
“She champions the power of being true to oneself, advocating for self-expression and encouraging others to embrace their own stories.
“Demi truly reflects the spirit of the Kérastase woman – bold, empowered, and unafraid to let her story shine.”
Moore said in a statement: “I am truly honoured to join the Kérastase family as their Global Brand Ambassador.
“My life has been shaped by love, growth, and new experiences – and my hair has been with me through it all.
“I believe there is a unique energy in hair; it carries our experiences, our confidence, and our individuality.
“For me, there is a real freedom in letting your hair simply be itself and allowing it to tell your story.
“That, to me, is what beauty is all about – being authentic and embracing who you are.
“I cannot wait to share my new Kérastase chapter with you all.”