Maybelline New York has named DJ and singer Peggy Gou its global ambassador.
The 32-year-old South Korean producer will front upcoming campaigns for the L’Oréal-owned cosmetics brand, inspiring consumers to “embrace their individuality”.
Gou’s first collaboration will be for the brand’s SuperStay Matte Ink Liquid Lipstick range.
Maybelline New York hired the ‘(It Goes Like) Nanana’ singer due to her “creative approach” to beauty and “massive global following”.
Gou has more than four million followers on social media and 11 million monthly listeners on Spotify.
"Peggy is the hottest DJ in the world and her songs are everyone's summer soundtrack,” said Trisha Ayyagari, Global Brand President for Maybelline New York.
“Her infectious energy and ability to connect with such a diverse audience is a true testament to her authenticity and artistry.
“We look forward to the power of this partnership with Peggy – to celebrate creativity and self-expression."
Gou is "honoured” to join Maybelline New York’s ambassadors alongside Indian badminton player PV Sindhu and South Korean girl group Kiss of Life.
“Maybelline has always been a brand that celebrates individuality and creativity – values that resonate deeply with me," said Gou.
"Maybelline products are not only high-performing, but also resilient enough to withstand the demands of my often hectic global touring schedule.”
Maybelline New York is not the only beauty brand to add a new celebrity face to its roster.
L’Oréal Paris has signed Bridgerton star Simone Ashley as its UK and Ireland ambassador.
Dior has appointed actress Charlize Theron, while Schwarzkopf has hired US singer Dove Cameron to front its campaigns.
Read more:
- Tom Hardy is Jo Malone London’s newest ambassador
- L’Oréal unveils tech launches including advanced skin testing and generative AI
- Emma Roberts joins Kiko Milano as first-ever global ambassador
