By  on January 21, 2014

Hypoallergenic beauty brand Almay, owned by Revlon Inc., is getting a little bit country.

This morning, the brand announced that Carrie Underwood would serve as global brand ambassador and will appear in multimedia campaigns across television, print, in-store and digital platforms. With the first campaign rolling out this week, Underwood will “represent the full range of Almay products,” according to the brand.

“Carrie embraces Almay’s approach to beauty and products. Despite her enormous success, she is still a real girl from Oklahoma at the core and a self-professed makeup junkie who likes to try out new makeup looks in her spare time,” said Julia Goldin, global chief marketing officer of Revlon Inc.

According to Underwood the fit is symbiotic. “I love Almay’s positive approach to beauty because it’s so important to celebrate our natural beauty and enhance what makes us unique,” said the multiplatinum award-winning recording artist.

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