Merit Beauty has signed Girls star Jemima Kirke to front its new Clean Volume Mascara campaign, which taps into the growing popularity of tubing formulas.
The US minimalist beauty brand’s new tubing mascara features a petite precision brush designed to reach every lash, delivering lifted, fuller-looking definition with structure.
Kirke, a 41-year-old British-American actress, was chosen to front the campaign because she has “always embodied a confidence and irreverence that feels very Merit”, Aila Morin, CMO at Merit Beauty, told Cosmetics Business.
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“She is a busy millennial who is sure of who she is and uses beauty to feel like herself, not to change into someone else.
“Back in 2024, she did a
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