L’Oréal Paris has named actress/ producer Kristen Bell as its newest global ambassador, adding another high-profile face to the beauty brand’s roster as it refreshes its long-running “You’re Worth It” message.
Bell will appear in L’Oréal Paris campaigns spanning skincare, haircare, hair color and makeup. Her first campaign is for the brand’s 24H Midnight Cream, with the rollout set to begin nationwide in the coming weeks.
The debut campaign takes a relatively personal approach, with Bell introducing herself while moving between polished beauty settings and more casual scenes from her daily life.
Bell, known for roles in "The Good Place," "Veronica Mars," "Nobody Wants This" and Disney’s "Frozen," has also built a profile outside entertainment through advocacy work and consumer brands. L’Oréal Paris says that combination of mainstream recognition and relatability was central to the partnership.
“‘You’re Worth It’ isn’t something L’Oréal Paris gave women — the worth was always ours,” Bell said in the announcement, framing the campaign around the idea that beauty products can be tools for self-expression rather than prescriptions for how women should look or behave.
"I remember sneaking into my mom's vanity, stealing five minutes with the L'Oréal Paris lipstick before she caught me,” the actress recalled. “Looking back, that wasn't really about the lipstick – I was trying on who I might become.
“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. I'm proud to be a Global Ambassador of a brand that's always understood the difference."