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Hari Nef and Blake Lively Star in New L'Oréal Campaign

Mega beauty brands are out-diversifying each other.

L’Oreal’s new True Match campaign, starring Hari Nef.
L’Oreal’s new True Match campaign, starring Hari Nef.

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Hari Nef, the trans model who, in 2016, earned both a place on the Marc Jacobs runway and a New Yorker profile, stars in L'Oréal’s new “Your Skin, Your Story” campaign, which debuted during the 2017 Golden Globes on Sunday night.

It’s probably the most diverse beauty ad campaign that’s ever launched, starring men and women of all shapes and sizes and colors, to reflect the 33 shades of the brand’s True Match foundation.

“L’Oréal Paris is a brand fueled by a mission to empower everyone to own and embrace their individual beauty and intrinsic worth,” Tim Coolican, deputy general manager of L’Oréal Paris USA, said in a release. “By featuring a diverse blend of individuals and illustrating their individual skin stories, our new True Match campaign celebrates the power and beauty of feeling comfortable in your own skin.”

A beauty campaign is arguably peak success in the modeling world in terms of money, prestige, and household recognition. All of that makes Nef’s role as the first transgender beauty ambassador for a mass brand (Make Up For Ever previously signed Andreja Pejic) an even bigger deal. She shared the news on Twitter just before the show:

Blake Lively, who also stars in the campaign, had quite a bit to say on her Instagram post:

This past year, both CoverGirl and Maybelline made headlines for signing their first male faces; the former also signed its first hijab-wearing brand ambassador. L'Oréal’s pushed it even further by (finally) signing both trans and not straight-size models, among others.

Is this the year brands try to out-diversify each other? Because we — and all the other shoppers — are so here for that.