THE WHAT? La Perla is launching a new cosmetics collection, La Perla Beauty, and has named Moroccan-Italian model Malika El-Maslouhi as the face of its signature scent, according to a report by Arab News. 

THE DETAILS The cosmetics collection comprises body care, make up and fragrances, with El-Maslouhi taking to Instagram to announce her appointment. 

The post showcased an image from the campaign video for the new fragrance, shot by director Massimiliano Bomba, with El-Maslouhi writing, “Proud to be the face of the very first signature fragrance by La Perla Beauty.”

THE WHY? An up and coming model, having been in the industry for four years, El-Maslouhi will appeal to a Gen Z audience.

In her career the 22-year-old has worked with the likes of Calvin Klein Swim, Zadig & Voltaire, Off-White, Ralph Lauren and Lanvin.