Revlon picks TikTok star as new global brand ambassador

Cosmetics brand Revlon has appointed TikTok star and content creator, Nailea Devora as its newest global brand ambassador. She will be joining the likes of model Ashley Graham and singer Megan Thee Stallion as the latest face of the beauty brand. According to Revlon, Devora will be creating social media content across Revlon’s platforms, including Instagram and TikTok, in support of upcoming launches. She will also be featured on in-store displays and will be part of Revlon's digital media and advertising in 2024.

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"Our brand mission has always been to amplify voices, challenge convention, and break barriers, and we're constantly looking to partner with changemakers and budding talent who are not afraid to take risks – which is exactly what we see in Nailea," said Maribelle Orengo, VP of Revlon Brand. She added that Devora not only embodies Revlon’s brand values but also represents two of its biggest growing consumer bases, which are Gen Z and Latin Americans. “We're excited to grow our Revlon family to be even more inclusive, diverse, and representative of all ages and backgrounds,” she explained.

Meanwhile, 21-year-old Devora has rapidly grown her social media following since 2020, now amassing over 19 million followers. Revlon stated that she embodies the spirit of a proud Latina, which was the central focus of their choice of Devora as its new brand ambassador.

"Growing up, I remember watching my mom do her makeup and always using Revlon lipstick – she never left the house without a bold, red lip! And that's really how I first fell in love with beauty," said Devora. "To be able to now partner with a brand as iconic as Revlon, and hopefully inspire people from all over the world to express themselves through makeup and style, is such a dream come true."

Seems like Revlon is working on its path to bring itself back from the brink of bankruptcy. Earlier this year, the brand stated that it had embarked on a financial restructuring process. The cosmetics brand cut more than US$2.7 billion in debt and handed control of the beauty products company to its lenders. Revlon's CEO, Debra Perelman said in a statement that Revlon is stronger after bankruptcy and well positioned for long-term growth. 

“With a simplified capital structure, significantly reduced debt, and a new, highly experienced and committed board of directors, we look forward to unlocking the full potential of our globally recognized brands and continuing to offer our customers the iconic products they have loved for decades,” Perelman added.

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