Miranda Kerr Is the Face of Almay’s New Look

Almay is getting a makeover — and not the dramatic, new-formula, everything-must-go kind. It’s more of a subtle refresh alongside the announcement of a new global brand ambassador: Miranda Kerr.

The heritage American brand, long associated with sensitive-skin makeup essentials, is leaning into a more skincare-adjacent identity with its new campaign, ‘Clean Makeup That Thinks It’s Skincare’. Fronting that campaign is Kerr, whose appointment is beyond perfect. The Kora Organics founder and a long-time advocate of ingredient-conscious routines brings the kind of holistic beauty credibility that brands are increasingly looking for.

“I’m very intentional about the brands I partner with,” said Kerr. “What resonated with me about Almay is its commitment to clean beauty, alongside its long-standing focus on gentle, breathable formulas. It’s a brand people have trusted for many years, and I love that it’s clean and dermatologist tested.”

The partnership helps push Almay closer to the clean-beauty conversation without requiring a full formula rethink.

Instead, the brand’s biggest changes are visual. Almay will begin rolling out more elevated packaging designed to feel less pharmacy staple and more beauty-shelf regular. The cult-favourite Clear Complexion Foundation and Concealer are moving into streamlined new bottles (with the salicylic-acid formulas staying put), the Length & Lift Mascara now arrives in a monochrome tube made partly from recycled materials, and the Oil-Free Micellar Eye Makeup Remover Pads, made from 100% plant-based fibres, are returning in updated tubs.

Underneath the new look, the positioning hasn’t shifted as much as it might seem. Almay is still built around dermatologist-tested, hypoallergenic formulas and a tightly edited ingredient list — fewer than 500 ingredients out of the tens of thousands used across the wider cosmetics industry. What has changed is how that story is being told. ‘Gentle’ is no longer niche; it’s desirable.

The reset also arrives at a moment when heritage drugstore brands are working harder than ever to compete with skincare-makeup hybrids and newer clean labels. Rather than chasing trends outright, Almay’s parent company, Revlon, appears to be reframing Almay’s long-standing strengths for a more contemporary beauty landscape.

“Almay has always been trusted for its dermatologist- and ophthalmologist-tested formulations designed with skin sensitivity in mind,” said Erika Woods, SVP of Mass Marketing at Revlon. “This evolution brings our skin first legacy into a more contemporary beauty space — one rooted in performance, transparency and ingredient simplicity.”

The refreshed packaging will land gradually throughout 2026 via major US retailers including Target and Walmart, with UK availability expected through Amazon and iHerb.