- Lunesi named Swedish supermodel Elsa Hosk as its new global brand ambassador on July 30, 2026, in an announcement made from London.
- Hosk succeeds Candice Swanepoel, who fronted Lunesi's original UK launch campaign back in June 2025.
- The move keeps Lunesi anchored to a recognizable supermodel face as the premium haircare brand continues its international expansion.
- The deal adds to a busy 2026 for Hosk, who is already a global ambassador for sun-care brand SunSolveMD and has fronted campaigns for Alo and Montce Swim this year.
Elsa Hosk is the new face of Lunesi. The premium haircare brand announced the Swedish model as its global brand ambassador on July 30, 2026, calling it the start of an “exciting new chapter” for the label.
Hosk steps into a role previously held by Candice Swanepoel, who fronted Lunesi’s debut UK campaign in June 2025 and helped introduce the brand at Paris, Milan, and New York Fashion Weeks ahead of its retail launch.
Lunesi builds its products around high-performance active ingredients, positioning itself less as a basic haircare line and more as a sensorial daily “ritual” brand, with lunar-inspired packaging and a stated focus on restoring hair health, preventing damage, and delivering shine and strength.
For Hosk, the deal comes at an active period. The former Victoria’s Secret Angel and founder of fashion label Helsa is already a global brand ambassador for sun-care brand SunSolveMD, and 2026 alone has brought a Valentine’s Day campaign for Alo and a swimwear capsule with Montce Swim, on top of past collaborations with Gia Borghini and resale platform Reklaim.
The appointment also fits a wider 2026 pattern of beauty brands recruiting supermodels and A-listers as global faces. Bella Hadid recently expanded her own brand Orebella with a new Solars body and hair mist collection, while It’s a 10 Haircare tapped Khloé Kardashian as its first-ever global ambassador for its 20th-anniversary rebrand.
Just a day before the Lunesi news, Prada Beauty named Zendaya global ambassador for its Paradoxe fragrance line, underscoring how aggressively beauty houses are competing for culturally relevant faces this summer.
Takeaways
Lunesi swapping one Victoria’s Secret alum for another isn’t a dramatic pivot so much as a brand sticking with a formula that’s clearly working: pair a recognizable supermodel face with a “ritual” positioning that leans as much on lifestyle as it does on ingredients.
For Hosk, this adds a science-forward haircare credential to a 2026 that already spans swimwear, resale, wellness, and sun care, reinforcing her as one of fashion’s more prolific multi-category endorsers.
As more haircare labels chase supermodel ambassadors in 2026, will these deals start to feel interchangeable to consumers rather than distinct? And with Hosk now juggling ambassador roles across sun care, swimwear, and haircare, how much bandwidth does a single face really have before a brand’s message gets diluted?
