New year, new muses: The faces shaping beauty and jewellery in 2026

SINGAPORE – Every new year brings a fresh wave of faces cropping up on beauty counters, billboards and campaign feeds.

In the latest appointments, a mix of familiar names step into roles across jewellery, fragrance and make-up, with brands turning to figures whose work, presence and personal journeys sit alongside what they represent.

Here are the glitziest brand ambassadors of the moment.

Gracie Abrams for Chanel

French luxury brand Chanel kicked off 2026 by naming American singer-songwriter Gracie Abrams, 26, as the new muse for its Coco Crush fine jewellery line. Her debut campaign was unveiled on Jan 13.

Coco Crush is one of Chanel’s jewellery lines designed for regular wear. Built around the house’s quilted motif, the pieces can be stacked, mixed or worn on their own. The Coco Crush Supple Choker in 18K gold (from $46,650) follows that idea, worn close to the body and is suitable for everyday use.

In a similar vein, Abrams has built her following around intimate, emotionally direct songwriting that feels unfiltered and personal. Her songs favour simple melodies and closely observed lyrics delivered in a relatable, conversational tone.

In announcing Abrams’ appointment, Chanel described her as “one of the most compelling singer-songwriters of her generation”, adding that her distinctive attitude and natural assurance suited the spirit of the collection.

The choice also aligns with how Abrams presents herself offstage. In public appearances, she is often dressed simply, favouring minimal accessories over statement looks.

Prior to her fine jewellery appointment, the pop darling and daughter of Hollywood director J.J. Abrams was named a Chanel ambassador in January 2025, and was the face of its Spring/Summer 2025 pre-collection campaign. At the Grammy Awards that year, she wore Chanel’s Signature de Perles earrings and Coco Crush rings paired with a custom bridal-inspired Chanel gown.

Kaia Gerber for Nars Cosmetics

In December 2025, Nars Cosmetics named Kaia Gerber, 23, as its newest global brand ambassador, with her debut campaign tied to the launch of the French brand’s Afterglow Lip Balm in January.

The American model and actress has expanded her presence steadily in recent years, balancing fashion work with screen roles and her online book club, Library Science, which spotlights emerging writers and creatives.

“I’ve always had a personal connection to Nars,” said Gerber. “It was the first make-up brand I bought. Becoming the global face of Nars feels surreal and profoundly special.”

The appointment builds on an existing relationship between Gerber and the brand that has been years in the making. She first worked with founder and creative director Francois Nars early in her career when he photographed her for his photography book project, Persona, published in 2021.

Gerber, daughter of American supermodel Cindy Crawford, makes her debut for the brand in the Afterglow Lip Balm campaign, also photographed by him.

“Kaia is a true beauty, a supermodel of today who carries with her the spirit of another era,” said Mr Nars in a statement.

The Afterglow Lip Balm ($45) has been reformulated with a hydrating complex of coconut, gardenia extracts and squalene, and is said to provide up to 24 hours of hydration.

Available in nine shades, it offers sheer colour with a light shine and is designed to be worn on its own or reapplied throughout the day. It fits with Gerber’s beauty habits, where make-up is kept simple and secondary to fresh skin rather than layered or overworked.

Kendall Jenner for Emporio Armani

In January, Italian luxury fashion house Emporio Armani named Kendall Jenner, 30, its new global fragrance ambassador, ahead of the launch of its latest scent, Power of You.

The American model and entrepreneur has remained a constant presence in the international fashion world, while steadily expanding her profile beyond modelling through business ventures such as 818 Tequila, her spirits label.

In the past decade, she has fronted major fashion campaigns and was on the covers of international magazines such as Vogue and Harper’s Bazaar.

Off-duty, Jenner is known to gravitate towards a simple beauty look, often keeping make-up minimal and styling clean.

“She’s very connected to pop culture, and has this unique blend of sophistication and elegance,” Armani Beauty global brand president Richard Pinabel told fashion news journal Women’s Wear Daily.

Designed for everyday use, Power of You opens with a fresh note before settling into warmer tones of passionfruit, frangipani and vanilla. The ruby-toned perfume will arrive in Singapore in April.

“Joining the Emporio Armani family was a total no-brainer,” Jenner said in a statement. “I’ve always loved that they empower you to just be who you are. The Power of You scent is everything. It is magnetic, rich and sensual.”

Ella Gross for Mac Cosmetics

Mac Cosmetics named Ella Gross, 17, its new global brand ambassador in December 2025, positioning her at the forefront of the relaunch of the Powder Kiss line in January.

The American-Korean singer, model and actress first came to public attention as a child model and made her debut in K-pop girl group Meovv in 2024.

The partnership centres on Mac’s Powder Kiss range, which has expanded to include the Powder Kiss Hazy Matte Lipstick ($27) and the Powder Kiss Lip + Cheek Mousse Matte ($49). The products offer a soft, diffused colour and light finish on lips and cheeks.

The launch visuals were captured by Dutch-American fashion photography duo Inez & Vinoodh, who were tasked to highlight the collection’s focus on a subtle, expressive look.

“Growing up between different cultures and creative worlds, Mac was the make-up I practised with, the make-up I wore on stage and the make-up I kept returning to as I figured out my style,” said Gross in a statement. “I’ve always loved experimenting with Mac make-up and using it as a creative outlet, and I’m excited for others to be inspired by it too.”

Mac’s global creative director Nicola Formichetti said the youngest Meovv member was chosen because her presence and approach to self-expression align naturally with the brand’s creative values.

“Ella brings a new form of expression to Mac. Her quiet confidence and unique perspective naturally connect different cultures, reminding us that everyone has a place at Mac.”