- Lucy Hale has signed on as the first-ever brand ambassador for Grande Cosmetics after using their hero lash serum organically for 15 years.
- The partnership launches with the "Little Rituals, Big Impact" campaign, featuring national TV commercials, digital media, and in-store retail visibility at Sephora.
- The agreement marks Grande Cosmetics' first contracted celebrity partnership since the beauty company was founded in 2008.
Grande Cosmetics has officially named actress and beauty enthusiast Lucy Hale as its first-ever brand ambassador. The partnership debuts with the “Little Rituals, Big Impact” campaign, launched September 28, 2026.
The 360-degree rollout features a national television commercial, out-of-home advertising, digital campaigns, and prominent in-store displays at Sephora extending through the holiday season into early 2027.
The initiative spotlights Grande Cosmetics’ core lash and brow portfolio, specifically GrandeLASH-MD and GrandeBROW. The collaboration stems from Hale’s genuine 15-year history of using the lash serum in her personal routine. Founded in 2008 by Alicia Grande, the brand has sold more than 15 million bottles of GrandeLASH-MD worldwide.
While the company previously built its reputation through estheticians, makeup artists, and digital creator gifting, it had never formally signed a Hollywood talent until partnering with Hale.
Hale brings extensive beauty pedigree to the role. She previously served as a global brand ambassador for Almay. Alongside commercial ventures, the Pretty Little Liars star continues to build her screen credits, following recent films like Which Brings Me to You and F Marry Kill with the lead role in the upcoming sci-fi survival thriller White Mars.
The deal mirrors recent high-impact endorsements across the beauty sector. It follows MAC Cosmetics tapping Chappell Roan to front its iconic Viva Glam line earlier this year, as well as Sara Waisglass starring in e.l.f. Cosmetics’ ‘Unglammy Valley’ campaign.
Takeaways
Grande Cosmetics’ move into celebrity ambassadorship marks a pivotal evolution in its marketing playbook.
For nearly two decades, the brand relied on clinical claims and user reviews to drive sales. Transitioning into national broadcast commercials and prime Sephora shelf space with Lucy Hale signals an aggressive push to capture casual beauty shoppers outside the hardcore skincare community.
Because Hale has openly used GrandeLASH-MD for 15 years, the campaign avoids the skepticism that often plagues sponsored celebrity skincare endorsements.
For Hale, the deal cements her standing as one of Hollywood’s most trusted commercial voices for approachable, natural beauty routines.
Does learning that Lucy Hale used GrandeLASH-MD for 15 years make this partnership feel more authentic to you than typical celebrity endorsements? How does this partnership compare to Lucy Hale’s previous long-term beauty role with Almay?
