L’Oréal Paris has named Kristina Bazan as the brand’s first ever “e-spokesperson.” The 21-year-old has built a massive online fan base with her personal lifestyle blog, Kayture, with 2 million followers on Instagram alone. In her new role, the modelesque beauty will co-create exclusive content and cover all of the brand’s makeup events.
Until now, L’Oréal’s roster of ambassadors has centred on traditional celebrities, such as actresses Blake Lively and Naomi Watts and models Karlie Kloss and Doutzen Kroes, but this move is just one more sign of the beauty empire’s growing investment in digital. Read on for more fast facts about this global influencer.
How it all began: Raised between Switzerland and the United States, Bazan started her blog, Kayture, in 2011 at age 17. Chronicling her designer-heavy #ootd (outfit of the day) and travels to destinations like Dubai, Monaco and Mexico City, she quickly forged partnerships with luxury fashion and beauty labels, including Chopard, Louis Vuitton and the L’Oréal brand Lancôme, becoming the latter’s official reporter at New York Fashion Week Fall 2013.
Thoughts on her position with L’Oréal Paris: “I feel truly blessed and honored to be become the first e-spoke and join the unbelievable L’Oréal Paris family. It will enable me to keep striving to empower women and men, and hopefully inspire people to always believe and fight for their dreams, no matter what,” Bazan said in an official statement.
Fun facts about the blogger: A self-described night owl, Bazan told L’Oréal she’s obsessed with a perfect cat eye, naming the new Voluminous Superstar Liquid Eyeliner as her favourite product.
Her guilty pleasure: “Ice cream all day, all night.”