Hunter Schafer wowed us all with her expressive, dreamy make-up looks as Jules in Euphoria and now she is continuing to push beauty boundaries with a new role as global brand ambassador for Shiseido Makeup.

The former Dazed cover star said she is proud to be working with the Japanese beauty brand whose artistry aligns with her own creative expression. “As someone who likes to be artistic with make-up, that was something that instantly attracted me to the brand. Shiseido is about more than trying to look pretty or appeal to a specific standard of beauty. Shiseido is parallel to art,” she says. “By partnering with Shiseido, I want to bring more visibility to the notion that you can move beyond one beauty ideal or standard. I’m about leveling up and finding your own frequency in make-up.”

Shiseido said it is thrilled to collaborate with someone as creative and authentic as Schafer who will make her first appearance in a brand campaign in 2021. “She really represents the current zeitgeist of beauty in that there are no rules, no boundaries, and no restrictions,” says Shiseido global artistic director James Boehmer. “Hunter is both modern and timeless. She continues to write her own narrative, which is what we encourage people to do with make-up.”

This is Schafer's first big beauty deal, although she had previously featured in Sephora's “Identify as We” campaign.

Earlier this year, another Euphoria star, Barbie Ferreira landed her own beauty campaign as the new face of Becca Cosmetics. As well as starring in campaigns for the brand, in her role Ferreira consults on more mindful casting around body size, gender, and skin tone among her co-models and helps to drive conversations on mental health and representation in beauty.