U Beauty has brought on The White Lotus actress Michelle Monaghan as its first celebrity brand ambassador, amid an explosion of interest in the HBO TV series.
Monaghan is fronting the skin care brand’s Resurfacing Compound, which is designed to improve texture, evenness and the appearance of pores.
The business said it partnered with the actor as she is “known for upending expectations” and “effortlessly embracing change with confidence”.
U Beauty is also launching a new multifunctional sun care, skin care and primer hybrid alongside the new campaign.
“I am excited to partner with a brand that celebrates beauty at all stages of life, helping me to embrace change with confidence,” said Monaghan.
“U Beauty and I share the same philosophy: make every moment count.”
The ambassador announcement was made a day after the release of season three’s controversial fifth episode on 16 March.
Global search interest in the term The White Lotus peaked at 100 on Google Trends after the episode aired – an increase of 77 compared with 15 March.
The US topped the list of countries making Google searches about the show, with Canada, Norway, Australia and Ireland following closely behind.
Episode five has drawn attention for a shocking storyline involving incest between brothers Saxon and Lochlan Ratliff, played by Patrick Schwarzenegger and Sam Nivola, respectively.
But the episode has equally garnered praise for a monologue delivered by Frank, played by Sam Rockwell, to Walton Goggins’ character Rick.
The five-minute NSFW scene sees Rockwell explaining his time in Thailand’s capital Bangkok, how he got sober and why he wanted to be an Asian woman.
‘Sam Rockwell’ has been marked as a ‘breakout’ trending term, which Google Trends refers to as a trend that has topped 5,000% in search interest.
Season three overall is proving to be a hit with viewers, with an estimated 2.4 million people tuning in to watch the series premiere on 16 February, according to HBO.
This builds on the popularity of the previous season, with the finale drawing in a record-high viewership of 4.1 million in the US on its launch night.
U Beauty is not the first brand attempting to capitalise on the cultural power of the TV series, which is focused on Thailand in its third season.
Kiehl’s teamed up with The White Lotus on a limited edition collection in February 2025.
The White Lotus x Kiehl’s Resort ReSet Collection is a curated skin care set inspired by the “escapism” of the show.
It also reflected the “luxurious, yet, relatable appeal” of the beauty brand.
The L’Oréal-owned brand’s exclusive set dropped at the same time as the launch of season three on for maximum effect.
White Lotus star Jennifer Coolidge was also the face of e.l.f. Beauty’s Super Bowl TV campaign in February 2023.
The award-winning actress featured in the fast beauty brand’s first-ever television advert at the American football championship.
The 30-second slot was on the brand’s hero Power Grip Primer.
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