L'Oréal Paris has named model Kendall Jenner as its latest brand ambassador to target Gen Z consumers.
The sister of Kylie Jenner and Kim Kardashian signed a £11m deal to join Helen Mirren, Viola Davis and Amber Heard as a face for the brand, reported The Sun.
"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," said Delphine Viguier-Hovasse, Global Brand President of L'Oreal Paris.
"But nobody defines Kendall Jenner but Kendall Jenner. She is the embodiment of everything Gen Z stands for, owning her image, proudly growing in her self-worth, and inspiring others to do the same.”
The announcement from L'Oréal follows Jenner wearing the drugstore brand's make-up products at the Met Gala in May, which saw a spike in social media engagement and UGC for the brand.
Jenner's make-up artist for the evening Mary Phillips detailed the products used on Instagram, along with the hashtag #LOrealParisPartner.
To create the 1970s look, Phillips used make-up and skin care products from the drugstore brand including Infallible 24 Hour Fresh Wear Foundation and the Colour Riche lipstick.
L'Oréal Paris teased a new brand ambassador announcement on Instagram this week.
One post includes an empty stool with a voiceover, which could sound like Jenner, saying "I'm worth it. You might think that's easy for me to say, but it hasn't always been."
Hundreds of comments on the social media posts are from users who believe the new ambassador is Jenner.
Jenner was previously a face for Estée Lauder, skin care brand Proactiv and oral care disruptor Moon.
If the 27-year-old is an ambassador for L'Oréal it will mark a break in the relationship between the Kardashian-Jenner family and rival brand owner Coty.
Coty currently owns her sister's brand Kylie Cosmetics and have a minority stake in Kardashian's Skkn.
However, Kardashian is allegedly in talks to buy back the minority stake in her beauty business.