Shay Mitchell is no stranger to teaming with beauty brands, but she’s made her latest partnership official, signing on with Buxom as global creative brand ambassador.
The celebrity-turned-influencer will take on a “multifaceted” role with the Shiseido-owned brand, WWD has exclusively learned, collaborating on campaign development, social media strategy and content, and new product and shade development.
Mitchell initially became known for her role on the television show “Pretty Little Liars” but has become an influencer in her own right, amassing a following of almost 20 million on Instagram. Her YouTube account, which boasts over 3 million subscribers, is home to a wide range of content, from hair and makeup tutorials to workouts and travel vlogs.
Mitchell has previously worked with brands such as Bioré and Smashbox, but the Buxom job is her most involved to date. “I worked with Buxom a while ago because I was a big fan of their lip glosses,” said Mitchell. “When the partnership came up with [the opportunity] to have creative input on the upcoming lines, I was super excited. It’s great to be an ambassador, but to have [that] input is awesome.”
Working with makeup artists on set got Mitchell interested in makeup. Now, she regularly posts beauty content on her YouTube channel — a recent video on faking the look of lip injections with lip liner garnered over a half million views. “[Posting on YouTube] can be a little intimidating, but I wanted to prove that I’m not a professional, but it can be fun to watch anyone, no matter the skill level or the way you do it.”
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For now, Mitchell’s content is focused primarily on her key interests — beauty, fashion, travel, fitness and food — but she has been experimenting more with promoting social causes she cares about. A recent YouTube video, for instance, centered on Mitchell’s trip to a Syrian refugee camp. “[I want] to deal with more issues like that, finding things that are important to me and sharing [them] with [my followers].”
Mitchell’s deal comes at a time when Buxom’s leadership is shifting. WWD reported last week the appointment of Jill Scalamandre to president of Bare Escentuals, overseeing Bare Minerals and Buxom. Scalamandre, who is also Shiseido’s president of its Global Makeup Center for Excellence, is tasked with growing the two businesses. Bare Escentuals has struggled since being acquired by Shiseido in 2010 —in February, the company posted nearly a 30 percent drop in annual profit due in large part to the laboring of the Bare Escentuals brand.
A landing page on the Buxom website will provide updates on Mitchell’s favorite products, collaborations and content.