L’Oréal Paris has launched a new campaign for its True Match foundation in the US market. Mirroring the #YoursTruly campaign already active in the UK, the US ‘Your Skin, Your Story’ tagline champions the ‘unique mosaic of American beauty’, as the French beauty giant puts it.

The campaign first aired on January 8 during the 74th annual Golden Globe Awards and was created by McCann New York. The spot stars actresses, young creatives, change makers and models, including L’Oréal Paris global spokeswomen, Blake Lively, Lara Stone, Alexina Graham, and Xiao Wen Ju as well as newcomers model Darnell Bernard and lifestyle influencer Cipriana Quann. Additionally, advocates for progress in body diversity, Sabina Karsson and Marquita Pring along with transgender model and trans rights activist Hari Nef are featured in the campaign.

“L’Oréal Paris is a brand fueled by a mission to empower everyone to own and embrace their individual beauty and intrinsic worth,” says Tim Coolican, Deputy General Manager, L’Oréal Paris USA. “By featuring a diverse blend of individuals and illustrating their individual skin stories, our new True Match campaign celebrates the power and beauty of feeling comfortable in your own skin.”