“Known for her transformative looks over the years, Demi is a true hair icon,” writes French luxury hair-care brand Kérastase in an Instagram post announcing the one and only Demi Moore as its new Global Brand Ambassador.
The post includes a glamorous black-and-white video of the Academy Award–nominated actress wearing her long hair down and center-parted in unfussy, beachy waves. Her hair is—and undeniably has been—one of the many focal points of her beauty. But as the brand elaborates in the post, that’s far from the only thing she represents.
“Beyond the screen, Demi is equally renowned for breaking barriers and taboos regarding ageism and sexism, to champion new narratives and inspire millions of people around the world,” the post’s caption continues.
Moore follows in the footsteps of current and former Kérastase ambassadors Sydney Sweeney, Fernanda Ly and Emily Ratajkowski. As noted by the brand, Moore will serve as the face of upcoming Kérastase campaigns, specifically for the Chronologiste line, which is formulated to revitalize hair from root to tip.
As told to People, Moore’s hair-care routine is simple yet intentional. “When I am not working, I keep styling minimal and heat low. And, with long hair, conditioning is essential. Weekly, I treat it with Chronologiste Masque Intense.” Since her hair is so healthy, The Substance star is never inclined to chop it, always telling her hairstylist to go for “just a dusting,” successfully avoiding the bob takeover. “I’m protective of the length, so it’s about health over inches.”
That perspective carries Moore into her new role. “I am truly honored to join the Kérastase family as their Global Brand Ambassador,” Moore shares. “My life has been shaped by love, growth and new experiences—and my hair has been with me through it all.”
“I believe there’s a unique energy in hair,” she continues. “It carries our experiences, our confidence and our individuality. For me, there’s a real freedom in letting your hair simply be itself and allowing it to tell your story. That, to me, is what beauty is all about—being authentic and embracing who you are. I can’t wait to share my new Kérastase chapter with you all.”
Shop Demi Moore’s Favorite Kérastase Mask
Chronologiste Intense Régénérant Hair Mask for Dull and Brittle Hair