L'Oreal Paris taps beauty blogger as new brand ambassador

L'Oréal's newest brand ambassador is not a silver screen siren, but an influential 21-year-old blogger and member of the Instagram glitterati, Kristina Bazan.

Better known as the beauty behind the blog Kayture, the digital style maven has been appointed the new face of L'Oreal Paris, a gig coveted by the world's most beautiful, high-powered celebrities.

The Swiss beauty boasts 2 million followers on Instagram, and receives 2 million views a month on her blog.

Bazan has been covering beauty, fashion, lifestyle and travel on her blog since 2011.

In her new role, the blogger will co-create content with the brand, covering color cosmetics at events and for digital platforms.