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Is actress Sydney Sweeney beauty's new 'It girl'?

Sophie Smith
15 January 2024

It's been busy few months for American actress Sydney Sweeney, following her starring role in new romantic-comedy Anyone But You and the announcement of two global beauty brand ambassadorships since the new year.

Already known for her roles in Euphoria and White Lotus, Sweeney recently stepped into the spotlight following the release of Anyone But You last month, where she stars alongside Glen Powell.

The highly-anticipated film encouraged attention around the Emmy-nominated actress and it seems beauty brands are capitalising on this.


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A post shared by Kérastase (@kerastase_official)

Kérastase recently became the latest beauty brand to sign Sweeney as its new Global Brand Ambassador.

The professional haircare brand took to Instagram to announce the news via a playful video last week, showcasing why Sweeney would make the best brand ambassador for Kérastase.

Described as an "international icon of modern femininity", Sweeney is said to embody the Kérastase woman with her "power to dare in all aspects of life".

Rosa Carriço, Global Brand President Kérastase, said: "I was drawn to Sydney's warmth and magnetism both on and off-screen.

"She speaks to her communities with passion, focus and a sense of humour that makes you feel like you instantly know her. This is the Kérastase woman. One who dares and one who embraces their own journey."


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A post shared by LANEIGE Europe (@laneige_europe)

However, Kérastase is not the first global brand ambassadorship for Sweeney. She was also named as Korean skincare brand Laneige's first-ever global brand ambassador earlier this month.

Having already been signed to Laneige as its US brand ambassador for the past 18 months, the expansion of this partnership on a global scale covers 40 counties.

As part of this, Sweeney is set to feature in a number of global campaigns for new innovations launching in spring and summer. This includes out-of-home advertisements, paid and organic social media content, and personal appearances for Laneige.


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A post shared by Armani beauty (@armanibeauty)

Sweeney also starred as the face of Armani Beauty's 'My Way' fragrance last year, joining the luxury brand alongside a number of other ambassadors including Regé-Jean Page, Cate Blanchett, Tessa Thompson, Jackson Yee and Nicholas Hoult.

According to the brand, Sweeney embodies the "profound, free spirit" of the feminine scent. Since its launch, she has featured in a number of activations on Armani Beauty's social media.

Hitting cinemas again next month with her role in action-thriller Madame Web, Sweeney's time in the spotlight isn't over yet.

With ambassadorships proving a popular way for brands to engage with consumers, Sweeney appears to offer an attractive opportunity for Kérastase, Laneige and Armani Beauty as she continues her career.

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