NARS Names Kaia Gerber as New Global Brand Ambassador

Courtesy of Nars

NARS Cosmetics, the Shiseido-owned makeup brand, has announced American model and actress Kaia Gerber as its new Global Brand Ambassador. The brand positions the appointment as the beginning of a “new era of iconic beauty.”

The daughter of supermodel Cindy Crawford, Gerber has walked the runways for leading luxury fashion houses including Chanel, Fendi and Prada, and has appeared on the covers of major international fashion magazines. In recent years, she has expanded her creative scope through film roles, while also strengthening her presence in the cultural sphere as the founder of the literary community project Library Science.

Gerber makes her debut for NARS through the brand’s Afterglow Lip Balm campaign, marking her first appearance in a global campaign for the house. The product is one of NARS’ signature lip offerings, known for its soft sheen and hydrating finish. In recent years, prestige beauty brands have increasingly revisited once-basic categories such as lip balm and skincare-inspired makeup, reframing them through large-scale campaigns—an industry shift reflected in this launch.

Another notable aspect of the campaign is that it was photographed by NARS Founder and Creative Director François Nars himself.

Commenting on Gerber’s appointment, NARS stated: “Kaia is a true beauty, a supermodel of today who carries with her the spirit of another era. Working with her on this campaign felt like stepping back into the age of the original icons.”

He continued: “Those supermodels were more than faces; what I always loved about them was their joy. They loved the camera, the artistry of makeup 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.”

Gerber also reflected on her relationship with the brand upon her appointment: “I’ve always had a personal connection to NARS. François was one of the first to photograph me for his personal photography project, Persona, and NARS was the very first makeup brand I ever bought—Radiant Creamy Concealer and NARS Blush, to be exact.”

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

The global Afterglow Lip Balm campaign featuring Kaia Gerber is scheduled to launch in January 2026.