Recently, we have seen young starlets with an edge representing heritage powerhouse prestige brands, bringing the potential of a new and younger audience to these labels. Pop singer Olivia Rodrigo has become Lancôme’s newest Global Brand Ambassador, and Jenna Ortega, a darling of the horror genre and beyond, has recently stepped into the role of International Beauty Ambassador for Dior.
By contrast however, a conscious rejection of makeup in press has become a buzzy topic thanks to Addison Rae’s latest press tour, in which she appears to wear no makeup- a departure from the polished looks frequently seen on such tours, and the theatrical and intense makeup of other stars such as Sabrina Carpenter and Chappell Roan. This continues the conversation started by Pamela Anderson’s decision to step back from makeup, aligning Gen Z choices to Anderson’s rejection of the status quo.