Because she’s worth it.

L’Oréal Paris has spent the past few days teasing the arrival of a new face on the brand’s Instagram, so there’s only been one question on the minds of beauty enthusiasts everywhere this week: who East She?

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You saw her on the track. You’ve seen it on billboards. You saw her on TV. And from this fall, you will see it at the center of L’Oréal Paris make-up campaigns. It’s Kendall Jenner, and she’s just been unveiled as the new global beauty brand ambassador!

In retrospect, our first hint that L’Oréal Paris’ new it girl might be the fifth member of the Kar-Jenner clan was practically hiding in plain sight. Just a few months ago, Jenner’s makeup artist, Mary Phillips, revealed on Instagram that the model was wearing L’Oreal Paris-exclusive makeup for this year’s Karl Lagerfeld-themed Met Gala, after all.

As one of the biggest names in the modeling industry and one of the most famous faces of our generation (she only has 350 million followers on her social media accounts), nothing less than a partnership with one of the biggest beauty brands is to be expected. When it comes to makeup, we’re used to seeing little sister Kylie Jenner — who cemented her position as a mega beauty mogul with the launch of Kylie Cosmetics in 2015 — or big sister Kim Kardashian — whose revamped KKW beauty line is set to make a comeback later this year — in the spotlight. Yet here is Kendall ushering in a new era of L’Oreal Paris.

“At any other time, Kendall Jenner might have been as successful as she is now, but her value, her choices, and her image might have been defined or even controlled by others. But no one defines Kendall Jenner. She embodies everything Gen-Z stands for, owning her image, proudly growing in her self-esteem and inspiring others to do the same,” shared Delphine Viguier-Hovasse, Global President of L’Oréal Paris in a press release.

As a multi-hyphenated model and entrepreneur, Jenner has spent the past few years developing an image outside of Keeping up with the Kardashians, the TV show that first introduced Jenner to the world at age 11. “Being in charge of my image is such a blessing. I’ve had so much fun, especially in the past two years since launching my own brand,” Jenner said in a statement announcing the collaboration. “I feel like I’m becoming more and more into my own femininity. I have confidence in knowing my worth. And working hard for what I deserve. With their synchronized embodiment of sisterhood, female empowerment and brand ethos, this alignment feels like a perfect fit.

From high-fashion campaign images to laid-back vacation snaps, Jenner’s Instagram is brimming with It girl energy, and one thing we can glean from the glamorous shots she shares is that she takes a minimal approach to beauty. Chiseled cheeks, a bare pout and a sultry eye are always built on a fresh-faced base that reads like a second skin. So it’s no wonder her current favorite L’Oreal Paris product delivers that skin-like finish she seems to love.

“I have to say that I love L’Oréal Paris makeup, especially the foundations. I think my favorite is Infallible Freshwear,” she shares. “It’s great to find makeup that you can put on, that suits your skin tone, and that you don’t have to worry about — you can just power through your day because you know it’s going to hold up to anything.”

While Jenner may take a less-is-more approach to beauty, we’re sure years of working in the modeling industry backstage at runway shows and high fashion campaigns have bound to teach this model a lesson or two about makeup, straight from the best sources in the beauty business. Jenner’s career on the catwalk began at the age of 13 and now, at the age of 27, she is recognized as a modern “super” in the modeling world. Having appeared in haute couture shows from Versace to Prada, this runway regular earned herself the title of highest-paid model of the year in 2018 at the age of 23 – a title she retained again last year. With countless moments in the makeup chair at the hands of makeup legends, what better way to prepare for a role like this?

Jenner joins other beauty icons like Viola Davis, Andie Macdowell, Jane Fonda, Elle Fanning and Kate Winslet as the newest member of the L’Oréal Paris Global Ambassadors sorority, where we’re sure she’ll thrive under this appointment. We’ll get our first look at Jenner in action in this new role in September, when she’ll be front and center in a new makeup campaign.

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