Freja Beha is the New Face of Maybelline

One of the runway’s coolest models will front the makeup brand

Freja Beha Valentino

Photo by Anthea Simms

Danish model Freja Beha Erichsen has been signed to be the new face of Maybelline New York. The effortless beauty who we’ve seen in ad campaigns for Chanel, Roberto Cavalli, and H&M will join the likes of industry idols Christy Turlington and Erin Wasson as a spokeswoman for the family run business turned number one American cosmetics company.

Why do we love Freja so much? The catwalk regular has appeared in an impressive 64 runway shows in one year, and has been transformed into a cat for Karl Lagerfeld. It’s no wonder the trendsetting makeup brand wanted her on board.

Damien Bertrand, Maybelline’s global brand president says “Not only is she a top model for a new generation, but she is also a modern style icon off the runway. She truly captures the catwalk-to-sidewalk spirit of Maybelline.”

Keep your eye out for her ad campaigns coming out later in 2012.

Click here for fall’s best lip colours. Watch Now: Behind the scenes of Freja Beha’s Maybelline campaign