Kérastase has named Demi Moore as its Global Brand Ambassador, formalizing a partnership between the professional haircare house and one of Hollywood’s most recognizable figures. The appointment links Moore’s long public relationship with hair transformation to Kérastase’s focus on care, performance, and personal expression.
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Moore described the partnership as a natural extension of her own experience. “I am truly honored to join the Kérastase family as their Global Brand Ambassador,” she said. “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; 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.”
Moore’s career spans more than four decades, beginning in the early 1980s and moving through a series of films that defined both commercial success and cultural conversation. Roles in Ghost, Indecent Proposal, and G.I. Jane placed her at the center of Hollywood during key moments of the industry’s evolution. In recent years, she has appeared in season two of Landman and in The Substance, the latter earning her a Golden Globe and SAG Award, alongside an Academy Award nomination.
Throughout these shifts, Moore’s hair has remained a visible part of her public image. While she is currently associated with long, glossy black lengths, her career includes some of popular culture’s most widely referenced hair moments. From a short pixie cut to bleach-blonde styles, and ultimately the shaved head worn in G.I. Jane.
For Kérastase, that history positions Moore as a fitting representative of the brand’s values. Amber Zak Yopp, Global Brand President at Kérastase, addressed the decision directly. “Demi is fearless – not only in her iconic roles but in the way she embraces her individuality and shares her journey with honesty and grace,” she said. “Her legendary hair is more than just beautiful; it is one of her symbols of confidence and freedom. She champions the power of being true to oneself, advocating for self-expression and encouraging others to embrace their own stories. Demi truly reflects the spirit of the Kérastase woman – bold, empowered, and unafraid to let her story shine.”
Moore’s first campaign for Kérastase was photographed in New York City by Inez & Vinoodh, continuing the brand’s long-running creative relationship with the duo. The images will debut globally and lead into the forthcoming relaunch of Kérastase’s Chronologiste range.
Through Moore, Kérastase connects performance haircare with personal history, using her visibility to underline the idea that hair evolves alongside identity. As the Chronologiste relaunch approaches, the collaboration sets a clear tone for the brand’s next phase.
