L’Oreal Paris USA has announced that its newest brand ambassador is actress Genesis Rodriguez. Rodriguez was born in Miami, FL, and is the daughter of an icon in the Latina world, singer/actor Jose Luis Rodriguez.

Rodriguez began her acting career starring in telenovelas for NBC Universal/Telemundo, and has also held leading roles in a variety of films, including Man on a Ledge, Casa de Mi Padre, Identity Thief, Tusk and the Disney animated feature Big Hero Six, currently in theaters, in which she voices the role of Honey Lemon.

Genesis Rodriguez She will make her red carpet debut as the brand’s ambassador at the 15th Annual Latin GRAMMY Awards in Las Vegas on Thursday, November 20th. 

“I’m very honored to be a part of the L’Oreal Paris family,” said Rodriguez. “It’s an iconic brand which empowers Latinas to look and feel their best from head to toe, because we are all worth it.”

Karen T. Fondu, president, L’Oreal Paris, added: “Genesis’s talent and accomplishments embrace what it means to be a modern role model for young women.  She truly embodies the spirit of L’Oreal Paris’ philosophy, ‘Because You’re Worth It.’”