It’s always revealing to see who brands single out to be their ambassadors or faces of campaigns. Buzzy brands like Skims or Heaven will jump on viral moments to create viral moments – Skims’s Valentine’s campaign with White Lotus BFFs ​​Beatrice Grannò and Simona Tabasco, for example – gaming the algorithm and becoming cultural archives of what became cool when. Just look at Marc Jacobs’ Charli xcx campaign, which came out six days after the release of her it girl-studded video for “360” and just weeks before Brat dropped. Others, like Chanel, take a more enduring approach, eschewing the sugar rush of virality and betting on names like Timothée Chalamet to represent their brand values long term.

This week in beauty, we’ve had a new crop of faces announced and they range from the logical to the unusual. On Friday, Gracie Abrams was introduced as the new global brand partner for Hourglass in a campaign shot by Ben Hassett, spotlighting its expanded complexion range. Fresh off its very unexpected partnering with Richard E. Grant, Charlotte Tilbury’s new Pillow Talk campaign features Kim Cattrall, while, today, Neutrogena went completely left-field and tapped wrestler and actor John Cena to be the face of its new Ultra Sheer Mineral Face SPF 70. In an interview with Business of Fashion, Cena’s “memeability” was offered by the brand as one of the reasons for the choice. Another unexpected link up was from Chanel, who invited skateboarder Sky Brown to perform at its London pop-up two weeks ago. Watch the GRWM Sky filmed for Dazed Beauty here.

In other beauty news, a new short documentary is now streaming that pays tribute to the unsung copywriter Ilon Specht, who coined L’Oréal Paris’ signature slogan ‘Because I’m Worth It’ in 1971. Directed by Ben Proudfoot, The Final Copy of Ilon Specht delves into how the 23-year-old rebelled against the men at her advertising agency to write the now iconic phrase. Below, we round up our favourite new beauty products to come out this month.