Helen Mirren is the new face of L'Oreal Paris / L'Oreal Paris

The Oscar-winning British actress is the latest celebrity to front the beauty giant

Dame Helen Mirren has this morning been announced as the new UK ambassador of L'Oreal Paris.

The British actress joins a long list of icons that include Julianne Moore and Jane Fonda in representing the brand.

The 69-year-old actress is best known for her role in films including The Queen and Calender Girls but has always been outspoken on the subject of her looks:

“I am not gorgeous and I never was, but I was always ok-looking and I’m keen to stay that way,” she said.

“I have always loved the L’Oréal Paris brand, and I am truly delighted to become an ambassador and join such an impressive group of high-achievers. I hope I can inspire other women towards greater confidence by making the most of their natural good looks. We are all worth it!” she commented on the collaboration.

For L'Oreal's part the collaboration was a no-brainer with surveys of consumer appeal consistently ranking Mirren top.

‘‘For theatre and cinema audiences around the world, Helen Mirren is brilliant, irreverent,beautiful, sexy and quintessentially British,” commented Elen Macaskill, General Manager for L’Oreal Paris on the appointment.


“She is subtle and alluring, and to women in the arts she’s an inspiration and a tireless supporter of emerging talent. As you can tell I’m a huge fan, and we’re incredibly excited to introduce her as an Ambassador for our brand.”