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‘The Devil Wears Prada 2’ Star Simone Ashley Commands Attention in a Sultry L’Oréal Beauty Moment

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Beauty brands have long turned to rising stars to freshen up their ambassador rosters, banking on genuine cultural momentum rather than simple star power alone. Few partnerships this year have captured that formula quite as effectively as one built around a certain ‘Bridgerton’ breakout.

Simone Ashley has spent the past few years steadily building a name for herself well beyond her role as Kate Sharma, expanding into music, film, and increasingly visible advocacy work. That growing profile made her an obvious pick for one of the beauty industry’s most recognizable brands.

L’Oréal Paris made that partnership official when it unveiled Ashley as its new UK ambassador during the 77th Festival de Cannes, welcoming her into the brand’s long-running Worth It family of spokeswomen. “I’m so honoured to be invited to join the L’Oréal Paris family and to stand shoulder to shoulder with some of the most inspiring and beautiful women in the world,” Ashley said in the brand’s official announcement.

The announcement framed Ashley’s addition as part of a broader effort to celebrate diversity and boundary-breaking figures within beauty, drawing a direct line between her career as a British-Indian actress and the values L’Oréal Paris wanted associated with its brand. Since then, Ashley has become a consistent presence across the company’s biggest campaigns and cultural moments throughout the year.

One of Ashley’s earliest projects with the brand was L’Oréal Paris’ Glass Skin campaign, shot by photographer Lara Jade with styling from hairstylist Stephane Lancien and makeup artist Harold James. The campaign leaned into the luminous, dewy skin trend that’s dominated red carpets and beauty editorials throughout the year.

Ashley’s partnership with the brand also extended into pop culture crossover territory, as she appeared alongside Kendall Jenner in a custom L’Oréal Paris ad tied to ’20th Century Studios’ The Devil Wears Prada 2,’ debuting during the Academy Awards broadcast. The spot leaned into the film’s iconic Runway Magazine aesthetic, blending high fashion with the brand’s signature glam styling.

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Beyond campaign shoots, Ashley has also used her ambassador role to spotlight causes tied to women’s safety and visibility. During International Anti-Street Harassment Week, she spoke with New Beauty about her continued involvement in L’Oréal Paris’ Stand Up program and its Missed Opportunities campaign, which addresses the hidden costs harassment places on women’s freedom and choices.

“This is my third year working with L’Oréal Paris as a global brand ambassador,” Ashley told New Beauty. “I feel so proud to be part of this and our whole family of ambassadors.” That reflection underscores just how central Ashley’s role with the brand has become, extending well past a single seasonal campaign into a sustained, multi-year relationship.

Ashley’s presence with the brand was also on full display at this year’s Cannes Film Festival, where she appeared on the Croisette alongside fellow L’Oréal Paris ambassador Andie MacDowell. Both actresses showcased red carpet looks crafted by the brand’s Global Makeup Artist Harold James, leaning into the same luminous, “skin but elevated” aesthetic that’s defined much of the brand’s recent beauty direction.

Taken together, these campaigns paint a picture of an ambassadorship built on far more than a single glossy photoshoot. From skincare campaigns to major film tie-ins to genuine advocacy work, Ashley’s partnership with L’Oréal Paris has touched nearly every corner of the brand’s public-facing identity this year.

With Ashley’s career continuing to expand into music and additional film projects, her visibility as one of L’Oréal Paris’ leading faces only seems poised to grow further. For a brand built around empowering diverse voices, her continued involvement feels less like a passing endorsement deal and more like a genuine long-term fit.

What’s been your favorite Simone Ashley x L’Oréal Paris moment?

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