Kérastase names Bruna Marquezine as its first Brazilian ambassador, marking a new phase that blends luxury haircare, representation and Gen Z connection.
A historic milestone for Kérastase in Brazil
Kérastase, the world’s leading luxury haircare brand within L’Oréal Group’s Professional Products Division in Brazil, has officially announced Bruna Marquezine as its new local ambassador. She is the first Brazilian ever to hold this role, in a move that underscores the brand’s commitment to representation, authenticity and cultural relevance in the country.
Known globally for combining innovation, sophistication and high performance, Kérastase views haircare as a true act of well-being and self-esteem. By choosing Bruna, the brand connects its French heritage and premium positioning with the Brazilian identity, elegance and feminine strength that define the actress, translating contemporary luxury with a Brazilian accent.
French elegance with a Brazilian soul
The choice of Bruna is part of Kérastase’s strategy to build strong cultural relevance in Brazil. The brand was looking for an ambassador who could embody its refined French essence while having a genuinely Brazilian presence, able to connect with different generations and play an active role in the country’s cultural scene.
“Announcing Bruna’s name marks the beginning of a new chapter for Kérastase in Brazil. She represents the contemporary Brazilian woman: strong, authentic, creative and in tune with her time. Bruna personifies what we believe in — every woman deserves the best, and true luxury lies in self-care, boosting self-esteem and empowerment for all Brazilian women,” says Caroline Vital, Kérastase Director in Brazil.
A partnership rooted in meaning and representation
For Bruna Marquezine, the partnership carries special significance. “Kérastase has always been a brand I admired and used — it was always a dream brand for me. So receiving this invitation, and being the first Brazilian to take on this role, is very special. It is about recognition, but also about representation: showing that Brazilian beauty has a voice, strength and authenticity on the global stage,” the actress highlights.
More than a traditional image campaign, the alliance between Bruna and Kérastase creates a genuine dialogue between self-care, beauty and individual expression. At a moment when the actress is prioritising what is real, natural and meaningful time for herself, the brand’s philosophy — centred on personalised routines and high-performance sensorial experiences — aligns with her daily life and personal purpose.
The luxury that comes from self-care
“I feel I am in a very conscious phase of my life, more mature, yet still curious and open to new experiences. This partnership arrives at a time when I value care, time for myself and what is real more than ever. Kérastase speaks exactly about that — the luxury that exists in self-care and personalisation — and that reflects what I seek in my life today,” Bruna adds.
Responsible for Bruna’s hair look in the campaign, hairstylist Tiago Parente notes that the concept created for the actress aims to convey the naturalness and sophistication that define the Kérastase woman, now through a distinctly Brazilian lens. For him, Bruna’s hair is an extension of a powerful, authentic and bold personality.
Beauty with purpose and a strong Gen Z connection
“Bruna represents a kind of beauty that goes far beyond aesthetics: it has purpose and reflects authenticity, strength and freedom. She perfectly embodies the Kérastase woman — confident, modern and in control of her choices. While European luxury tends to be more restrained, ours carries warmth, emotion and rhythm. Bruna symbolises exactly that — elegance with soul, refinement with lightness,” says Tiago Parente.
For Caroline Vital, choosing a Brazilian ambassador is also a strategic decision to bring the brand closer to younger audiences, especially Gen Z, who value purpose, diversity and authenticity. “Even as a global brand, it is essential that we speak the local language: understanding aspirations, cultural references and the unique way Brazilian women express their beauty. This closeness strengthens our positioning and builds relevance and trust,” she reinforces.
A new era for Kérastase in Brazil
Present in more than 60 countries, Kérastase is a worldwide reference in high-performance, salon-grade haircare and professional expertise. In Brazil, the brand strengthens its strategic role within L’Oréal Group by investing in initiatives that combine innovation, personalisation and local representation, translating contemporary luxury into unique care and well-being experiences.
“With Bruna Marquezine as our local ambassador, Kérastase ushers in a new era of connection with Brazilian consumers — celebrating the authentic, multifaceted beauty that inspires women inside and outside salons,” says Joana Fleury, Director of L’Oréal Group’s Professional Products Division in Brazil.
About Kérastase
Founded in 1964, Kérastase is the global leader in professional haircare treatment, offering a portfolio of more than 100 products, sold in around 60 countries and reaching 20 million consumers. Women are at the heart of the brand, which delivers luxurious, tailor-made treatments so each one can experience her hair in the most exceptional way and express her femininity.
Kérastase clients are supported by highly trained hairdressers, specialised in carrying out precise diagnoses and recommending the ideal regimen for each hair type and scalp need. This combination of science, luxury and personalisation underpins the brand’s premium positioning.
About L’Oréal Group
With 115 years of history, L’Oréal Group is the world’s beauty leader and holds a unique international portfolio of 38 diverse and complementary brands. In 2024, the Group reported sales of 43.48 billion euros and employs more than 90,000 people worldwide. The company operates across all distribution channels, from mass retail and department stores to pharmacies, salons, travel retail, branded boutiques and e-commerce.
Research & Innovation, backed by a team of 4,000 researchers, sits at the core of L’Oréal’s strategy, working to anticipate and meet beauty aspirations around the globe. Strengthening its sustainability commitments, the Group launched the “L’Oréal for the Future” program and set ambitious 2030 sustainable development goals, aiming to help build a more inclusive and responsible society.
In Brazil — the world’s fourth-largest beauty market — L’Oréal celebrated 65 years in 2024 and is one of the country’s leading beauty companies, with a portfolio of 22 brands, including L’Oréal Paris, Maybelline, Garnier, Kérastase, L’Oréal Professionnel, Redken, La Roche-Posay, Vichy, SkinCeuticals, Lancôme, Giorgio Armani, Yves Saint Laurent, Prada, Azzaro, Valentino and Mugler, among others.
