Emma Chamberlain defies what it means to be an influencer. She’s a Youtuber, sure, but she’s also a hit podcaster, a coffee entrepreneur, and a staple at fashion week. Her latest gig sees her serving as the face of one of the biggest beauty brands in the world: Lancôme.
The partnership kicks off with a four-episode web series called How Do You Say Beauty in French?. Chamberlain’s answer? Lancôme (sorry, beauté!). The series shows Chamberlain running around the brand’s headquarters, traipsing through Paris, and testing out all of Lancôme’s cutting-edge technology to find her perfect foundation shade, new favorite mascara, and exact skincare needs. You can watch the first episode below.
“It’s such an honor because I have always been somebody who is sort of the opposite of what you think when you think of beauty. I have always been somebody who didn’t prioritize always being perfectly put together. It’s really who I am—I prioritize comfort,” Chamberlain says in the series. “It’s not real to be perfectly manicured 24/7. I was so honored and excited when Lancôme came to me and was like, ‘We get that. We know that.'”
In this new role, Chamberlain continues to open up authentically around topics of mental health, body image, and wellness. “My main goal and my main message has always been about beauty being so much more about anything that’s happening out here,” she says. “It’s so much more than that. It’s something that’s so easy to forget. Even I forget that sometimes. Changing people’s perspective on what beauty is, is something I needed when I was younger.”
This isn’t Chamberlain’s first foray into beauty. She was previously the creative director and global brand ambassador for Bad Habit skincare. She also works with both Louis Vuitton and Cartier.
This article originally appeared in Harper’s BAZAAR US.