Braun has signed celebrated actress and beauty icon, Jessica Alba, as its new Beauty Brand Ambassador. The Golden Globe-nominated actress will be featured in a new integrated campaign for Braun which will run across TV, print and online channels as well as in-store—rolling out this month.

“Jessica Alba is a strong, passionate woman and an advocate for others—she is the perfect ambassador to talk about the role beauty and our products play in helping women to feel their best. Braun admires her for her principles, her talents and her ability to juggle a demanding acting career with being a great Mum,” said Alessandra Dolfini, global Braun marketing director.

Braun’s female product heritage lies in creating beauty devices that, at the touch of a button, remove the barriers to achieving beautiful hair and skin. Now a subsidiary of Procter & Gamble, Braun was founded in Germany in 1921, and develops and manufactures a wide variety of small domestic appliances that range from electric shavers to beauty products.