Anastasia Beverly Hills has appointed Antonela Roccuzzo its Global Brand Ambassador.
The Argentine mother-of-three, entrepreneur, and wife to footballer Lionel Messi will feature across upcoming social content and projects for the cosmetic brand, highlighting hero products and new launches.
Roccuzzo has been chosen because she is said to embody the “core” values of Anastasia Beverly Hills – “confidence, integrity and female empowerment” – according to a company statement.
"We are thrilled to welcome Antonela into the Anastasia Beverly Hills family,” said Anastasia Soare, founder and CEO of Anastasia Beverly Hills.
"Her grace, warmth and natural approach to beauty perfectly reflects the spirit of our brand.
“Antonela inspires millions by staying true to herself, and that authenticity is what makes this partnership so powerful."
Roccuzzo, who has more than 39.9 million Instagram followers, said she has “always admired” Anastasia Beverly Hills.
She added: “Not only for its incredible products, but for the brand’s dedication to empowering people to feel confident in themselves.
"It is an honour to partner with a brand I genuinely love and use every day.
“I am excited to create meaningful moments together and share more of my beauty routine with the world."
Soare founded her namesake brand with a Beverly Hills flagship salon in 1997, before launching the company's first product line in 2000 based on her ‘golden ratio eyebrow shaping method’.
Anastasia Beverly Hills is now available in select retailers in more than 30 countries.
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