Estée Lauder has appointed influencer Nick Bateman as the face of its Glamglow brand.
The Canadian-born model, actor and social media celebrity has more than six million followers on Instagram. He is also the very first ambassador for the predominantly female-driven brand.
Despite being appointed Glamglow’s face and while having previously worked for Calvin Klein and Hugo Boss, the model is not an active beauty influencer.
"I try to keep as natural and low maintenance as possible by just trimming my beard, etc., and take next to no time getting ready,” Bateman said in an interview with WWD.
"I use very little product. I do use a daily moisturiser (Glamglow's Volcasmic) and a dry shampoo for some volume in my hair. I also use Old Spice deodorant."
The latest male-star to front a skin care brand can clearly attract traction for the brand as a single Instagram post teasing the Glamglow shoot received 1.1 million views.
“We’ve seen Glamglow become one of the favourite skin care brands of the selfie generation with product that give you an instant glow,” said Glamglow co-founder Shannon Dellimore.
“So when we found out Nick was a fan of Glamglow, we knew he was the perfect face for our sexy skin care brand. We’re all about being confident in your own skin.”
