If your social media feels like a high-fashion fever dream this week, you aren’t imagining it. In a rare “alignment of the stars,” three of the world’s most influential beauty labels—Kérastase, M·A·C, and Vichy—all dropped their new Global Brand Ambassadors within days of each other.
While it might look like a coincidence, in the 20-plus years I’ve covered this industry, there is no such thing. This is Q1 Strategic Synchronization at its finest. Here is why the “Trio of the Moment” is happening now—and why these specific faces were chosen to lead the charge into 2026.
1. Kérastase x Demi Moore: The Icon of Timeless Power
Kérastase didn’t just hire an actress; they hired a Hair Legend. Demi Moore, fresh off an Academy Award-nominated run, is the new face of the Chronologiste range.
The Vibe: Elegance meets “G.I. Jane” grit. Demi has used her hair as a transformative tool for decades—from the buzzcut to the iconic raven-black lengths she sports today.
The Message: Moore represents “Liberated Femininity.” At a time when the industry is finally embracing “Boomer Beauty” as a powerhouse demographic, Demi is the ultimate proof that hair doesn’t have an expiration date.
Fun Note: Demi says her hair “carries her experiences.” If those locks could talk, they’d probably have better Hollywood stories than most biographies.
photo: @Deby Inez & Vinoodh for @Kérastase.mi Moore
2. M·A·C x Chappell Roan: The Midwest Princess of Punk
On the other end of the spectrum, M·A·C just “electrified” the market by signing Grammy-winner Chappell Roan.
The Vibe: High-glamour drag meets 1930s film noir. Her debut campaign features a “cloud-white” complexion and erased eyebrows—a look that only M·A·C could pull off.
The Message: Authenticity and Queer Joy. By partnering with the “Favourite Artist’s Favourite Artist,” M·A·C is reclaiming its roots in self-expression and subculture, moving away from the “clean girl” aesthetic toward something much louder.
Fun Note: Her debut look features a “custom chunky frosted-tip glitter lash.” It’s a look that says, “I’m here to perform, and no, I will not be blending in.”
photo: @MAC Cosmetics x Chappell Roan
3. Vichy x Emily DiDonato: The Wellness Hyphenate
Rounding out the trio is Emily DiDonato, the supermodel-turned-nutritionist, who is the new face of Vichy Laboratoires.
The Vibe: Integrative Health. Emily isn’t just posing with a bottle; she’s a certified yoga instructor and nutrition coach who actually uses Dercos for her scalp.
The Message: Beauty is an “inside-out” game. Vichy is shifting toward an integrative approach—pairing dermatologist-backed formulas with fitness and mental health.
Fun Note: Emily first discovered Vichy in French pharmacies as a teenager. It’s the ultimate “full circle” moment for a model who built her brand on being a “household name” for health.
The Industry “Why”: Why Now?
Why did these three announcements hit all at once? It’s a classic L’Oréal Group vs. The World chess move.
The Q1 “New Year, New You” Reset: January is the highest-intent month for consumers starting new routines. Brands drop their biggest ambassadors now to capture that “fresh start” budget.
The L’Oréal Power Play: Both Kérastase and Vichy are L’Oréal-owned. By dropping Moore and DiDonato simultaneously, the group dominates the news cycle across two different sectors: Luxury Professional Hair and Dermocosmetics.
The “Boomer vs. Gen Z” Sandwich: By announcing an ageless icon (Demi), a wellness advocate (Emily), and a Gen Z trailblazer (Chappell) in the same window, the beauty industry ensures it has captured every single living generation’s attention before February even begins.
We are witnessing the end of the “one-size-fits-all” ambassador. In 2026, brands are choosing partners who don’t just have pretty faces, but narratives. Whether it’s Demi Moore’s resilience, Emily DiDonato’s holistic health, or Chappell Roan’s queer artistry, the new rule of beauty is simple: If you don’t have a story, you don’t have a seat at the vanity.
