Marc Jacobs Beauty expands into Russia with supermodel Irina Shayk

The Russian model will front the luxury make-up brand's 2019 campaign

Marc Jacobs Beauty has expanded into the Russian market, with local model Irina Shayk fronting the venture.

From 14 January, customers in the the world’s largest nation can purchase the brand in Sephora. Both the retailer and Marc Jacobs Beauty are divisions of French multinational conglomerate LVMH.

To support the launch Shayk, a former face of Avon and L'Oréal Paris, will make a personal appearance at Sephora in Moscow on 26 January.

The cult beauty retailer opened its first store, along with a dedicated Russian e-commerce presence, in the country in September 2018.

Although only launching its debut store last year, in 2003 Sephora became the minority shareholder of local retailer Ile de Beauté.

Now with a 20% stake, making Sephora the majority shareholder, LVMH reported last year it had started the ‘Sephorisation’ of Ile de Beauté stores.

Commenting on Shayk’s appointment, Tara Loftis, VP of Marketing at Kendo Brands, LVMH’s beauty incubator, said: “We knew we wanted to have someone who inherently matched the beauty and strength of the region.”

"I've loved and admired Marc for his wonderful fashions and overarching vision of beauty,” Shayk added.

“It's such an honour to represent Marc Jacobs Beauty in my home country."


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