‘The Devil Wears Prada 2’ Star Simone Ashley Shines in L’Oréal Beauty Campaign

Avatar photoRobert Milaković
Simone Ashley
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Beauty brands have increasingly sought out rising stars to refresh their ambassador rosters, focusing on authentic cultural relevance rather than mere celebrity status. This year, few partnerships have exemplified this approach as effectively as the one featuring a certain breakout from ‘Bridgerton’.

Simone Ashley has been steadily building her reputation beyond her role as Kate Sharma, branching out into music, film, and visible advocacy work. Her growing profile made her a natural choice for one of the beauty industry’s most prominent brands.

L’Oréal Paris officially announced Ashley as its new UK ambassador during the 77th Festival de Cannes, welcoming her into the brand’s long-standing Worth It family of spokeswomen. “I’m so honoured to be invited to join the L’Oréal Paris family and to stand shoulder to shoulder with some of the most inspiring and beautiful women in the world,” Ashley expressed in the brand’s announcement.

The announcement highlighted Ashley’s addition as part of a broader initiative to celebrate diversity and groundbreaking figures in beauty, linking her career as a British-Indian actress with the values L’Oréal Paris aims to embody. Since then, Ashley has become a prominent figure in the company’s major campaigns and cultural events throughout the year.

One of Ashley’s initial projects with the brand was L’Oréal Paris’ Glass Skin campaign, photographed by Lara Jade with styling from hairstylist Stephane Lancien and makeup artist Harold James. This campaign embraced the luminous, dewy skin trend that has dominated red carpets and beauty editorials this year.

Ashley’s collaboration with the brand also ventured into pop culture, as she appeared alongside Kendall Jenner in a custom L’Oréal Paris advertisement linked to ’20th Century Studios’ The Devil Wears Prada 2,’ which premiered during the Academy Awards broadcast. The ad embraced the film’s iconic Runway Magazine aesthetic, merging high fashion with the brand’s signature glam.

Beyond campaign shoots, Ashley has leveraged her ambassador role to highlight issues related to women’s safety and visibility. During International Anti-Street Harassment Week, she discussed her ongoing involvement in L’Oréal Paris’ Stand Up program and its Missed Opportunities campaign, which addresses the hidden costs of harassment on women’s freedom and choices.

“This is my third year working with L’Oréal Paris as a global brand ambassador,” Ashley shared with New Beauty. “I feel so proud to be part of this and our whole family of ambassadors.” This sentiment underscores how integral Ashley’s role with the brand has become, evolving into a sustained, multi-year partnership.

Ashley’s presence with the brand was also prominent at this year’s Cannes Film Festival, where she appeared alongside fellow L’Oréal Paris ambassador Andie MacDowell. Both actresses showcased stunning red carpet looks designed by the brand’s Global Makeup Artist Harold James, embracing the same luminous, “skin but elevated” aesthetic that has characterized much of the brand’s recent beauty direction.

Together, these campaigns illustrate an ambassadorship that goes beyond a single glossy photoshoot. From skincare campaigns to significant film collaborations to genuine advocacy efforts, Ashley’s partnership with L’Oréal Paris has permeated nearly every aspect of the brand’s public identity this year.

As Ashley’s career continues to flourish in music and film, her visibility as one of L’Oréal Paris’ leading faces is set to expand further. For a brand centered on empowering diverse voices, her ongoing involvement feels like a meaningful long-term fit rather than a fleeting endorsement deal.

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