The Estée Lauder Cos. Inc. is beefing up its ambassador ranks with additions to its two best-selling brands.

The company’s flagship Estée Lauder label is adding blogger Irene Kim as its global beauty contributor, while Clinique has hired bloggers Tavi Gevinson and Margaret Zhang, and socialite-entrepreneur Hannah Bronfman.

The moves are likely intended to increase the brands’ relevance to the all-important Millennial demographic.

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