L'Oréal taps celebrity make-up artists for League of Experts collective

By Austyn King | Published: 11-May-2023

Allan Avendaño, Claudia Betancur and Erica Taylor will create looks and content for the brand’s future marketing efforts

L'Oréal has appointed a new collective of make-up artists to create brand content and engage consumers. 

Allan Avendaño, Claudia Betancur and Erica Taylor will head up the team – known as the L'Oréal League of Experts – and are said to have been chosen for their expertise and business perspectives.

They will be part of L’Oreal Paris’ future marketing efforts, including brand launches, designing red carpet looks, appearing at influencer events and creating digital content.

"We are thrilled to announce the launch of our League of Experts and welcome make-up artists Allan, Claudia and Erica to our L'Oréal Paris family,” said Ali Goldstein, L'Oréal Paris’ US Brand President.

“Establishing a collective will allow us to better reach and engage with our consumers in a way that feels approachable and relatable. 

“Each artist in the League of Experts, in their unique way, upholds and empowers our brand values of beauty, worth and inclusivity – helping to inspire others to look and feel their most beautiful.

“We look forward to further expanding the collective and going beyond make-up to serve our consumers at every step of their beauty journey."

Meet the league

A former MAC freelance artist, Avendaño has made up the likes of Sandra Oh, Christina Ricci and Sabrina Carpenter and is said to have been chosen for his red carpet expertise, according to L'Oréal.

Betancur, meanwhile, brings more than 30 years of industry experience to the table and is said to be one of the most prominent celebrity make-up artists in the Latin market.

Finally, Taylor is a veteran make-up artist who posts beauty tips and tutorials to her audience of more than one million beauty fans across YouTube, Instagram and TikTok.

"I'm so proud to represent L'Oréal Paris as part of the League of Experts,” added Avendaño.

“Not only is the brand a leader of innovation and quality in the beauty industry, but L'Oréal Paris also celebrates diversity and inclusivity, catering to all individuals, all identities and all cultures, which is so important to me.

“My vision for being a part of the League of Experts is to continue to champion inclusivity and bring a fresh take on how make-up can enrich people's lives and empower them."

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