Resident Most Beautiful Person on the Internet Shay Mitchell has some exciting news to report: years after her last role as a Pantene hair ambassador, Biore Skincare has officially announced that she’ll officially be the new face of their brand! Looks like all of those posed-but-not Instagram pics finally paid off, doesn’t it?
WWD reports that Mitchell will front the brand for the entirety of 2016, starring in ads for their new Baking Soda Pore Cleanser, which hit shelves earlier this year and our very own Contributing Editor Heather Cichowski gave the good ol’ official Gloss Seal of Approval, as well as the Baking Soda Cleanser Scrub, “a concentrated powder cleanser that foams up on contact with water.” Personally, that sounds like some Bill Nye the Science Guy stuff to me, but then again, that’s probably why no one contacted me about being the new face of Biore. Or Bill Nye, for that matter.
While Biore reps officially made the announcement just yesterday, it seems like the partnership was more of an open secret than anything else. According to her Instagram, she’s been teaming up with the brand for at least two months already, with several Instagram pics of her promoting their products and even a few commercials already hitting the airwaves. Granted, I only ever saw them when I was streaming Pretty Little Liars on the Freeform website, but as Akon once said, doesn’t matter, still counts.
The caption for the above photo, posted in January, reads,
“I have some exciting news! I’m teaming up with @Bioreus ! I can’t wait to share my favorite products, beauty tips, and much more.”
The post is tagged as a sponsored one, so it’s possible that this partnership was just a temporary one at the time that flourished into something more permanent once the Biore team realized that they’d be hard-pressed to find someone with more enviable skin to front their campaign.
Her existing commercials for Biore also definitely speak to wide variety of people. She obviously appeals to a younger audience already given her role on PLL (okay, maybe not that young—I know 27-year-olds that watch the show), but her realistic twentysomething attitude casts a much wider net. Take a look:
Actually, the whole “how will you come clean” bit is pretty cute considering half of PLL is focuses on, well, just how badly these girls can keep a secret in the first place.
Honestly, I just find her so charming. It’s kind of hard to believe that it took this long for a beauty brand to snap her up, but I’m glad they finally did. Now if only I could have someone from Biore stand over my shoulder and force me to wash my face every day. That would be a perfect world.
(Photo: Taylor Hill/Getty Images)