Grande Cosmetics Finally Pays Lucy Hale for the 15 Years She Spent Promoting It for Free
The lash-serum brand named the actress its first-ever ambassador after she talked up GrandeLASH-MD on her own for a decade and a half. Now there is a campaign, a Sephora rollout, and a slogan to make it official.
Grande Cosmetics has named actress Lucy Hale its first-ever brand ambassador, turning more than 15 years of unpaid product love into an official, paid partnership. Hale has used the brand's flagship GrandeLASH-MD serum since before she was famous for it, and Grande says that history is the whole point: founder and chief vision officer Alicia Grande noted that Hale was already using, loving, and trusting the products, and that "authenticity is what makes it meaningful."
The new campaign, "Little Rituals, Big Impact," centers on GrandeLASH-MD and GrandeBROW and leans into enhancement over transformation, a message Hale echoed in her own statement: "The older I get, the more I'm just like ... this is me." It launches today with a national television commercial, followed by digital, social, out-of-home, and in-store placements at Sephora, and runs through the holidays into early 2027.
The stakes are bigger than one ambassador deal. Grande says it has sold more than 15 million bottles of GrandeLASH-MD, one every 15 seconds, and putting a face that already used the product organically in front of the campaign is a bet that authenticity converts better than a fresh celebrity with no track record on it.
Source: Grande Cosmetics (Business Wire)
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
