Celebrity Name: Olivia Dean
Brand Name: Hourglass Cosmetics
Deal Type: Global Brand Partnership
Announced: March 8, 2026
Impact: Elevates Hourglass’ global storytelling around skin-focused luxury while amplifying Dean’s profile as a fashion and beauty tastemaker across campaigns, products, and live experiences
- Grammy Award-winning British singer Olivia Dean has been named Global Brand Partner for luxury cruelty-free cosmetics brand Hourglass, her first major beauty collaboration.
- The partnership launches with a cinematic campaign titled “Any Time, Any Place, Any Wear,” filmed aboard a Belmond train travelling through Europe, connecting beauty with travel and storytelling.
- Dean has curated The Olivia Dean Edit, a three-piece capsule featuring the Veil Hydrating Skin Tint, Vanish Airbrush Concealer, and the new Unreal Liquid Highlighter, available now on the Hourglass website for the US and UK.
- The deal promises ongoing co-created events uniting beauty and music, with Hourglass CMO Brooke Blashill citing shared values of creativity, intention, and modern self-expression.
British soul-pop star Olivia Dean is having quite the moment, and now, she has a beauty deal to match.
Hourglass Cosmetics officially named Dean its newest Global Brand Partner on March 8, 2026. The Unilever-owned luxury brand tapped the London-born singer to front Chapter 2 of its ongoing complexion campaign, Any Time, Any Place, Any Where, capturing her journeying through Europe by train to show how beauty travels alongside everyday life.
Dean, 26, is no stranger to the spotlight. Her second studio album, The Art of Loving (2025), made music history when four of its tracks: “Man I Need,” “So Easy (To Fall In Love),” “Nice to Each Other,” and “Rein Me In” (with Sam Fender), simultaneously hit the U.K. Top 10, making her the first female solo artist ever to achieve that feat. She followed that up with a Grammy win for Best New Artist and four Brit Award wins.
The partnership isn’t just a pretty face for an ad campaign, it goes deeper. Dean has curated “The Olivia Dean Edit,” a three-piece complexion edit of her personal go-to products: the Veil Hydrating Skin Tint, Vanish Airbrush Concealer, and the new Unreal Liquid Highlighter. More exclusive capsules are planned down the line.
“Partnering with Hourglass feels so instinctive,” Dean said. “I’ve been a fan for years and already used the products in my own routine. Beauty is personal for me — I never want to look different, just more like myself on a good day.”
Hourglass CMO Brooke Blashill echoed the fit: “Our partnership with Olivia is rooted in the shared values of creativity, intention, and modern self-expression.”
The brand also has a multi-country tour on the horizon for Dean, offering additional moments to blend music and luxury beauty for global audiences.
This move mirrors a growing industry trend of pairing luxury beauty with culturally resonant musicians and film actors, similar to how Troye Sivan was named Creative Partner for Penfolds and how Julianne Moore became Global Ambassador for Messika, demonstrating how brands are leaning heavily into authentic, values-driven celebrity alignment.
Takeaways
Olivia Dean isn’t just a brand face; she’s a genuine Hourglass user, a Grammy-winning artist at the peak of her cultural relevance, and someone whose audience skews exactly right for a luxury beauty brand trying to stay modern and emotionally resonant. This is a textbook case of a partnership that feels earned, not manufactured.
Hourglass is also clearly building a smart playbook: first Gracie Abrams in 2025, now Olivia Dean in 2026, consistently choosing artists who speak to younger, beauty-forward audiences without losing the brand’s luxury edge.
With Dean’s Grammy win so fresh, how much does timing amplify the commercial impact of a brand deal like this? Could “The Olivia Dean Edit” capsule model, where the artist curates their own selection, become the new standard for musician beauty partnerships?
