Established in 1909, L'Oréal Paris has committed itself to growing alongside its loyal customer base by following trends, formulas, and lifestyle changes throughout its over 100 years of existence. As the tried and true cosmetics company attempts to connect with the latest generation of young adults, it's found a willing and appropriate ambassador in Kendall Jenner. 

"Nobody defines Kendall Jenner but Kendall Jenner," L'Oréal Paris Global Brand President Delphine Viguier wrote in a company press release. "She is the embodiment of everything Gen-Z stands for, owning her image, proudly growing in her self-worth, and inspiring others to do the same." The company went on to praise Jenner for her self-curated, global social media platform, which "inspires women to be themselves and share their lives on their terms."

L'Oréal Paris seems to also be taking a page from Gen Z's mental health-centric book by opting for an ambassador who has been open about her previously untold truths of struggling with anxiety and poor self-esteem. The brand lauded Jenner for her ability to empower others to accept their insecurities and work toward a more compassionate form of self-care.