Almay relaunches with a refreshed visual identity, updated packaging across its core lineup, and the debut of its new global brand ambassador.

Internationally renowned model, entrepreneur, and wellness advocate Miranda Kerr is Almay’s new ambassador and stars in a new campaign, “Clean Makeup That Thinks It’s Skincare.”

Erika Woods, SVP of Mass Marketing at Revlon, said,

“Almay has always been trusted for its dermatologist‑ and ophthalmologist‑tested formulations designed with skin sensitivity in mind. This evolution brings our skin‑first legacy into a more contemporary beauty space – one rooted in performance, transparency and ingredient simplicity. Miranda reflects the effortless, ingredient conscious approach to beauty that has always defined Almay.”

Almay is introducing refreshed packaging across several of its most loved products throughout the year. 

The streamlined, minimalist design features clearer on-pack communication, making it easier for shoppers to navigate products by benefit, while preserving the formulas they know and trust. 

The refreshed campaign underscores Almay’s commitment to thoughtful formulation, highlighting its use of skin‑loving ingredients and its long‑standing belief that makeup should care for skin as much as it enhances it. 

As the face of this next chapter, Kerr brings a modern, naturally radiant perspective that aligns seamlessly with Almay’s vision of effortless, everyday beauty.

Featured products include:

• Clear Complexion Foundation & Concealer: With a modernized look, this features the same formulas and key ingredient, salicylic acid, providing breathable coverage for blemish-prone skin.
• Length & Lift Mascara: Featuring plant-based brush fibers and a lash conditioning complex, it delivers lifted and defined lashes while remaining suitable for sensitive eyes and contact lens wearers. The formula now comes in a sleek, monochromatic tube made from environmentally conscious packaging partially made from post-consumer recycled materials in a modern design.
• Oil Free Micellar Eye Makeup Remover Pads: Oil-free micellar pads that gently remove eye makeup, made from 100% plant-based fibers and suitable for sensitive eyes, now in newly designed packaging.

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