NARS signs model Kaia Gerber as Global Brand Ambassador

By Amanda May | Published: 15-Dec-2025
Colour Cosmetics Marketing

The 24-year-old American model – and daughter of supermodel Cindy Crawford – will star in the Shiseido-owned make-up brand’s new Afterglow Lip Balm campaign

NARS Cosmetics has landed American model and actress Kaia Gerber as its Global Brand Ambassador.

She will front the Shiseido-owned make-up brand’s new Afterglow Lip Balm campaign, which launches in January.

24-year-old Gerber – whose mum is supermodel Cindy Crawford – has fast become a name in the fashion world, having walked runways for luxury brands Chanel, Fendi and Prada.

She is also a longtime collaborator of NARS founder and Creative Director, François Nars.

“Kaia is a true beauty – a supermodel of today who carries with her the spirit of another era,” said Nars.

“Working with her on this campaign felt like stepping back into the age of the original icons.

“Those supermodels were more than faces; what I always loved about them was their joy.

“They loved the camera, the artistry of make-up and hair, and fashion itself.

“Most importantly, they gave everything in front of the camera, pouring their energy into creating the most beautiful images possible.

“Kaia has that same spirit and photographing her was like reliving the magic – one of the very things that made me fall in love with this industry in the first place.”

Nars photographed the campaign himself, with the brand’s new Afterglow Lip Balm available to buy from 26 January. 

Talking about the partnership, Gerber said she has “always had a personal connection” to NARS. 

She continued: “François was one of the first to photograph me for his personal photography project, Persona, and NARS was the very first make-up brand I ever bought – Radiant Creamy Concealer and NARS Blush, to be exact.

“Now, becoming the global face of NARS, and working with François and this iconic brand, feels both surreal and profoundly special.”

Image credit: NARS Cosmetics. 

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