Priyanka Chopra has been tapped as the new global ambassador for Max Factor.

The Indian actress makes no secret of her love of beauty and cosmetics, and in 2019, fronted a campaign for skincare brand Obagi.

Now, Priyanka is taking her passion to the next level by signing on as the latest face of the U.S. make-up company.

“What was most amazing to me about being a Max Factor ambassador was the legacy,” she said in a video announcing the partnership. “It started with movie stars, all the amazing women I’ve grown up seeing, and then to be a part of that family was pretty cool.”

Beautician Max Factor founded his eponymous brand in 1909, and later built up a reputation for creating custom make-up for his celebrity clients, including the likes of Jean Harlow, Bette Davis, Joan Crawford, Lucille Ball, and Judy Garland.

In Priyanka’s debut imagery for the brand, she wears Facefinity All Day Flawless Foundation in Warm Caramel, Divine Lashes Mascara in Rich Black, Colour Elixir Lipstick in Cherry Kiss, and Masterpiece Xpress Nail polish in Nude’itude.

And while the star will appear in a series of upcoming advertisements, she will also give input to the creative side of the business.

“Priyanka is able to increase the general relevancy of the brand, which means increased penetration. She’s a global phenomenon with very big platforms,” Stefano Curti, chief brand officer of Max Factor owner Coty, told WWD. “She is getting involved at the language level, telling me what I should write down to the advertising. Her passion is to make sure we get the language, the insight, and the connection right with women. It’s the first time we’re using the title ‘global ambassador’ alongside ‘creative collaborator.'”

– Cover Media