- British TV presenter Emma Willis is the new ambassador for M&S Beauty's refreshed skincare range, Formula.
- The 16-product, science-led collection officially launches online and in stores on August 6, 2026.
- The campaign deepens Willis’s ongoing commercial relationship with Marks & Spencer.
Television presenter Emma Willis has been announced as the official brand ambassador for M&S Beauty’s own-brand skincare range, Formula.
The appointment comes as the UK retailer delivers a complete overhaul of the science-focused line, introducing 16 updated formulations designed to target hydration, dullness, fine lines, and dark circles. The collection debuts across stores and online on August 6, 2026.
Highlighting the collection’s straightforward approach, Willis noted that the line demystifies skincare buzzwords by focusing on accessible, active ingredients like peptides, ceramides, and niacinamide.
To support the launch, Marks & Spencer also appointed consultant oculoplastic surgeon Dr. Elizabeth Hawkes as a Beauty Ambassador to offer technical skincare guidance to consumers.
The deal reflects Willis’s high demand in the endorsement space. Earlier this year, Emma Willis fronted a new campaign for Vision Express to showcase a curated eyewear edit. Her recent endorsement portfolio also includes ongoing partnerships with Absolute Collagen and Colgate.
Willis previously built a partnership history with Marks & Spencer through retail and lifestyle collaborations starting in late 2024.
On screen, Willis continues a busy broadcasting schedule, co-hosting Love Is Blind: UK and The Voice UK. She was also confirmed as a new co-host for the BBC’s flagship entertainment series Strictly Come Dancing, launching in autumn 2026.
Marks & Spencer continues to leverage household names to drive consumer engagement across its product divisions. The strategy mirrors another major appointment earlier this year, when actor Gillian Anderson partnered with M&S on a new fashion campaign.
Over the years, the brand has also established successful endorsement partnerships with celebrities such as chef Tom Kerridge and TV presenter Mark Wright.
Takeaways
Marks & Spencer’s decision to front Formula with Emma Willis shows a clear strategy in mass-market beauty: consumer trust trumps technical jargon.
By pairing an approachable, household-name broadcaster with clinical expertise from Dr. Elizabeth Hawkes, M&S Beauty bridges the gap between active dermatological ingredients and everyday consumers.
Also, landing Willis right as her visibility peaks ahead of her landmark Strictly Come Dancing hosting role gives Marks & Spencer prime cultural real estate going into the autumn retail season.
Will aligning clinical skincare with relatable TV personalities encourage more mainstream buyers to invest in peptide-heavy beauty routines? How effectively does leveraging a multi-category ambassador like Willis across both fashion and skincare boost overall customer loyalty for high-street retailers?
