New year, new faces

Every new year brings a fresh wave of faces cropping up on beauty counters, billboards and campaign feeds.

- Felicia Keok

Kendall Jenner for Emporio Armani

In the latest appointments, a mix of familiar names step into roles across jewellery, fragrance and makeup, with brands turning to figures whose work, presence and personal journeys sit alongside what they represent.

Here are the glitziest brand ambassadors of the moment.

ELLA GROSS FOR MAC COSMETICS

Mac Cosmetics named Ella Gross, 17, its new global brand ambassador in December 2025, positioning her at the forefront of the relaunch of the Powder Kiss line in January.

The American-Korean singer, model and actress first came to public attention as a child model and made her debut in K-pop girl group Meovv in 2024.

The partnership centres on Mac's Powder Kiss range, which has expanded to include the Powder Kiss Hazy Matte Lipstick ($27) and the Powder Kiss Lip + Cheek Mousse Matte ($49). The products offer a soft, diffused colour and light finish on lips and cheeks.

"Growing up between different cultures and creative worlds, Mac was the makeup I practised with, the makeup I wore on stage and the makeup I kept returning to as I figured out my style," said Gross in a statement. "I've always loved experimenting with Mac makeup and using it as a creative outlet, and I'm excited for others to be inspired by it too."

Mac's global creative director Nicola Formichetti said the youngest Meovv member was chosen because her presence and approach to self-expression align naturally with the brand's creative values.

"Ella brings a new form of expression to Mac. Her quiet confidence and unique perspective naturally connect different cultures, reminding us that everyone has a place at Mac."

GRACIE ABRAMS FOR CHANEL

French luxury brand Chanel kicked off 2026 by naming American singer-songwriter Gracie Abrams, 26, as the new muse for its Coco Crush fine jewellery line. Her debut campaign was unveiled on Jan 13.