Cosmetics brand Maybelline New York, part of L’Oreal‘s portfolio of beauty brands, announced on Wednesday the appointment of actress and entrepreneur Shay Mitchell as its newest global ambassador.

In this role, Mitchell will be featured in upcoming Maybelline product and brand campaigns. The collaboration kicks off this fall with Mitchell starring in a global brand campaign and supporting two product launches.

“At Maybelline New York, we believe in the power of expressing your authentic self. Shay Mitchell embodies this value with a unique balance of strength and fun,” said Trisha Ayyagari, global brand president, Maybelline New York. 

“As an actress, entrepreneur and mom, Shay Mitchell is carving out a path in the world this is truly her own – she inspires us all to take on new adventures and embrace our individuality. We are beyond thrilled to welcome her to the Maybelline family.” 

Mitchell’s acting career, combined with her entrepreneurial spirit, has established her as a leading figure in entertainment. The brand said her influence aligns seamlessly with its ethos of innovation and inclusivity, offering products that meet the demands of a fast-paced lifestyle while celebrating diversity in beauty.

“I am thrilled to be joining the Maybelline family. As a brand that has always valued self-expression and individuality, it is an honor to be a part of their story,” added Mitchell.

Earlier this year, Maybelline named electronic music star Peggy Gou as a global ambassador.