L’Oreal has named social media personality Kendall Jenner a global ambassador as part of its strategy to improve the brand’s image. 

Kendall Jenner will be the face of L’Oreal Paris’ beauty campaigns beginning in September.

Born in Los Angeles in 1995, Jenner has become one of the world’s most recognised models and one of the world’s most influential women since 2007, together with her sisters. 

“At any other time, Kendall Jenner might have been as successful as she is now, but her worth and her choices and her image might have been defined or even controlled by others. But nobody defines Kendall Jenner but Kendall Jenner,” said Delphine Viguier-Hovasse, L’Oréal Paris global president.

“She is the embodiment of everything Gen-Z stands for, owning her image, proudly growing in her self-worth, and inspiring others to do the same.”

According to L’Oreal, Jenner is an example of solidarity and sisterhood, which matches the image it is seeking.

The 27-year-old model will reportedly front future advertisements for items including the Infallible Matte Resistance Lipstick and the Panorama Mascara, targeting young customers.