Kérastase names Bruna Marquezine as its first Brazilian ambassador

The actress embodies elegance, authenticity and modern femininity in a new chapter for Kérastase in Brazil.

Kérastase, the world’s leading luxury hair care brand from L’Oréal’s Professional Products Division, has announced actress Bruna Marquezine as its new local ambassador — and the first Brazilian to hold the title. The milestone highlights the brand’s commitment to representation, authenticity and a stronger cultural connection in Brazil.

Known for combining performance and premium experience, Kérastase views hair care as an act of self-worth and personal well-being. By choosing Bruna, the brand blends its French heritage with the natural confidence, creativity and charisma that define Brazilian women today.

Self-care as the new luxury

“Kérastase has always been a brand I admired and used. Becoming its first Brazilian ambassador is not only recognition — it represents representation and the power of Brazilian beauty on the global stage,” says Bruna Marquezine.

The actress describes the partnership as a reflection of maturity and purpose. “I’m in a phase of valuing what’s real — time for myself, simple care. Kérastase talks about that kind of luxury: the one found in self-care and individuality.”

Where French savoir-faire meets Brazilian warmth

Hairstylist Tiago Parente, who designed Bruna’s look for the campaign, describes her as “the ultimate Kérastase woman — natural, powerful and free.” He emphasizes the combination of refinement and sensuality that defines the collaboration. “European luxury is about restraint; Brazilian luxury is about emotion and rhythm. Bruna embodies that balance — elegance with soul.”

A new phase for Kérastase in Brazil

According to Caroline Vital, Kérastase Brazil’s Director, the choice of Bruna strengthens the brand’s relevance among new generations. “She connects authentically with Brazilian women and Gen Z audiences, inspiring confidence and individuality. Even as a global brand, it’s essential that we speak the local language of beauty and culture.”

Present in over 60 countries, Kérastase celebrates this new step as an invitation to embrace global luxury with local authenticity. “With Bruna Marquezine, Kérastase begins a new era in Brazil — celebrating women who inspire confidence both inside and outside the salon,” concludes Joana Fleury, Director of L’Oréal’s Professional Products Division in Brazil.

Photo: Divulgação / Kérastase