Zoë Kravitz is Yves Saint Laurent Beauty’s latest U.S. muse.
The 27-year-old actress and musician will begin a social media campaign with the L’Oréal-owned brand this month.
The brand said it was attracted to Kravitz because of her strong sense of individual personal style. “Zoe is not afraid to stand up for what she believes — we love her confidence and authenticity,” said Alexandre Choueiri, president of international designer collections at L’Oréal.
As part of her muse duties, Kravitz, who is the daughter of Lenny Kravitz and Lisa Bonet, will share her favorite makeup products and tips in content to be released on both her own and YSL Beauty’s social media channels.
She will also appear in an installment of YSL Beauty’s new video project, “Before the Light,” which will document the pre-show beauty routines of up-and-coming female musicians. Kravitz fronts the band Lolawolf when she is not filming acting projects.
The YSL announcement comes on the heels of the Met Gala, at which Kravitz walked the red carpet wearing a black strapless Valentino minidress and black lacy masquerade mask.
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This is not Kravitz’s first time aligning herself with a brand. In June 2015, it was revealed that Alexis Bittar had tapped her as the face of the jewelry company’s fall ad campaign.