Maybelline has named Pretty Little Liars star Shay Mitchell as its latest global ambassador.
Mitchell, who has 36 million Instagram followers, has been hired to bolster Maybelline's brand communication strategy of consumer self-expression.
The 37-year-old's first campaign for the L'Oréal-owned brand will promote two new launches this autumn.
"We believe in the power of expressing your authentic self," said Trisha Ayyagari, Global Brand President of the L'Oréal-owned brand.
"Shay Mitchell embodies this value with a unique balance of strength and fun."
Mitchell rose to fame in the teen drama series and previously served as the face of Bioré Skincare, Buxom and Cacharel Parfums.
Commenting on her new role with Maybelline, the Canadian said: "As a brand that has always valued self-expression and individuality, it is an honour to be a part of their story."
Previous ambassadors for Maybelline include DJ Peggy Gou and model Josephine Skriver.