Kristen Bell is L’Oréal Paris’ New Ambassador

Kristen Bell is L’Oréal Paris’ new ambassador—and the brand announced the news on Instagram with a series of short videos. Bell promotes the iconic tagline, “I’m Worth It.”

Bell’s debut campaign brings a “fresh, modern expression” to the tagline, the brand states. “Kristen is a true force. She blends an unapologetic self-assurance with a genuine, down-to-earth warmth. She immediately commands respect and connection,” says Laura Branik, President of L’Oréal Paris USA.

“This partnership…it’s about amplifying a powerful voice that inspires every woman to own her narrative and confidently define her own worth,” Branik says.

Bell will appear in brand storytelling and in pillar product campaigns across categories including skincare, haircare, makeup, and more.

Over the coming weeks, Bell’s first product campaign, for 24H Midnight Cream, will roll out nationwide.

Bell Remembers Her Mom’s L’Oréal Lipstick

Bell shares a childhood memory of L’Oréal lipstick. “I remember sneaking into my mom’s vanity, stealing five minutes with the L’Oréal Paris lipstick before she caught me. Looking back, that wasn’t really about the lipstick – I was trying on who I might become.”

Bell continues, “I didn’t need L’Oréal Paris to tell me who that was. But they gave me the tools to go find out. And they’ve been doing that for women for decades: not handing us an identity, but handing us permission to go try one.”

She adds, “I’m proud to be a Global Ambassador of a brand that’s always understood the difference.”