Soo-Joo Park signs as the new global ambassador for L'Oreal Paris

Soo-Joo Park signs as the new global ambassador for L'Oreal Paris

Quirk factor

Site: Anna McClelland

Korean supermodel and social media star Soo-Joo Park brings her irreverent sense of style to the beauty powerhouse

The bleached blonde with serious sartorial cred has just been announced as the new spokeswoman for L'Oréal Paris, joining the ranks of Karlie Kloss, Barbara Palvin and Doutzen Kroes. It's the first time the brand has signed an Asian-American supermodel - and probably the first time they've signed someone with pink highlights.

"With her unique and irreverent spirit Soo-Joo reinvents the modern-day supermodel. She turns her atypical look and effortless cool into a matchless signature [and we] are very proud to welcome her in the L'Oréal Paris Family," says L'Oréal Paris Brand Global President Cyril Chapuy.

Born in Seoul, Park relocated to California at the age of 10 where she quickly developed her fearless alt-cool look. Carine Roitfield gave Park her big break, introducing her to Karl Lagerfield and Tom Ford, who immediately booked her to walk in their shows and front their campaigns. She's gone on to walk for Fendi, Jean Paul Gaultier, Lanvin, Max Mara, Iris van Herpen, Oscar de la Renta and Donna Karan.

Park shared the news with her 248,000 fans on her Instagram account. "L'Oréal Paris represents everything I want to stand for, by inspiring and empowering women to be the best versions of themselves," she says.  We're looking forward to seeing her first campaign.

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