NARS Cosmetics has announced that American model and actress Kaia Gerber is its newest Global Brand Ambassador, starring in the beauty brand’s upcoming campaign beginning in January 2026. The 24-year-old will front the NARS Afterglow Lip Balm promotion, photographed by founder and creative director François Nars.

Gerber, daughter of supermodel Cindy Crawford, has a long history with the brand and fashion world, having walked runways for luxury houses including Chanel, Fendi and Prada. Her role with NARS reflects both her status in the industry and her personal connection to the cosmetics label, which she has used since her teens.

In a statement, NARS described Gerber as embodying a “new era of iconic beauty,” combining contemporary influence with timeless appeal. The Afterglow campaign will showcase the brand’s makeup line in print and digital formats, extending its visibility as Gerber takes a lead role in its creative direction.

Gerber’s ambassadorship continues her growing presence in beauty and fashion; she first worked with NARS founder François Nars on his personal photography project when she was a teenager and said her long-standing relationship with the brand made the collaboration especially meaningful.

The Afterglow Lip Balm line highlighted in the campaign is set to launch globally early next year, positioning Gerber at the centre of NARS’s next chapter of marketing and product storytelling.