Kérastase Embraces Timeless Hollywood Glamour with Icon Demi Moore

Kérastase writes its next chapter with Demi Moore. The luxury professional hair care brand, owned by L’Oréal, has decided to follow in the footsteps of other companies in the sector and sign a current media figure, American actress Demi Moore. The celebrity is a symbol of strength, individuality, timeless elegance, authenticity and confidence, representing the attributes of Kérastase.

The hair care products company has also featured other well-known faces, such as the American actress Sydney Sweeney, who starred in one of the latest movie hits with her role in The Maid, or the British model Emily Ratajkowski, as the image of the brand and its products.

Demi Moore was named one of the 100 most influential people in the world by Time magazine in 2025. She is recognized for her work in films such as Ghost, An Unseemly Proposal or, recently, The Substance, a performance that earned her a nomination for the Oscars 2025 and awards for Best Actress at the Golden Globes.

L’Oréal, owner of Kérastase, had sales of €32.8 billion at the end of the first nine months of 2025

Kérastase is continuing the strategy that other companies have also recently incorporated. Appointing great transgenerational figures as ambassadors as symbols of timeless beauty as a tactic to attract the attention of a younger generation without forgetting the more adult public.

Madonna and Dolce&Gabbana’s collaboration for the new advertising campaign for The One perfume is another example of this. Other luxury brands that have also used celebrities to represent their brands are Dior with Josh O’Connor, Burberry with Olivia Dean or Chanel with Gracie Abrams .

L’Oréal, owner of Kérastase, closed the first nine months of 2025 with sales of €32.8 billion, 1.2% more than in the same period of the previous year. Between July and September, the company posted sales of €10.3 billion, up 0.5%, accelerating from the second quarter, when it recorded a 3.7% rise.

By division, the best performance corresponded to the professional products segment, which increased by 5.3% thanks to Kérastase, Matrix and the relaunch of Majirel, as well as the integration of Color Wow, completed last September.