Kaia Gerber Becomes the New Face of NARS

Nars Cosmetics has named Kaia Gerber as its new Global Brand Ambassador, tapping the American model and actress to front the brand’s upcoming Afterglow Lip Balm campaign.

The campaign was photographed by Nars founder and Creative Director François Nars. It marks Gerber’s first official partnership with the French beauty brand, cementing a relationship that has been quietly building over time.

The daughter of supermodel Cindy Crawford, Gerber has become one of fashion’s most recognisable faces. Since making her runway debut at just 16, she has walked for fashion houses that include Chanel, Fendi, Givenchy, Bottega Veneta, and Prada, and has appeared on the covers of leading editorial titles. Beyond modelling, Gerber has expanded into acting, with roles in American Horror Story and the off-Broadway production Palindromes. Her creative output also spans literary culture through her book club and community platform, Library Science.

“Kaia is a true beauty, a supermodel of today who carries with her the spirit of another era,” said François Nars. “Working with her on this campaign felt like stepping back into the age of the original icons. Those supermodels were more than faces; what I always loved about them was their joy. They loved the camera, the artistry of makeup and hair, and fashion itself. Most importantly, they gave everything in front of the camera, pouring their energy into creating the most beautiful images possible. Kaia has that same spirit, and photographing her was like reliving the magic — one of the very things that made me fall in love with this industry in the first place.”

For Gerber, the partnership carries personal significance. “I’ve always had a personal connection to Nars,” she explained. “François was one of the first to photograph me for his personal photography project, Persona, and Nars was the very first makeup brand I ever bought — Radiant Creamy Concealer and Nars Blush, to be exact. Now, becoming the global face of Nars and working with François and this iconic brand feels both surreal and profoundly special.”

The Afterglow Lip Balm launches on 26 January.