L’Oréal Paris has struck a deal with five of the UK’s most influential YouTube beauty vloggers. The five will become ‘digital faces’ for the brand, creating ‘always-on’ cross-category content.

With a combined reach of over 5.5 million viewers, the UK squad will join the brand’s global digital signing, Kristina Bazaan, to maintain L’Oréal Paris’ reputation as the go-to digital brand.

The chosen vloggers include @EmilyCanham, @IntheFrow, @ModelRecommends, @Kaush_M and @ThePatriciaBright. Together they are charged with creating engaging content and attending key brand events including London and Paris Fashion Week and Cannes Film Festival.

“I’m very proud to welcome these inspiring beauty influencers to the brand. At L’Oréal Paris we strive to connect and engage with our consumers via all touchpoints. We’ve chosen to work with key influencers who are true advocates for our brand and who will speak with sincerity to their audience,” said Adrien Koskas, General Manager, L’Oréal Paris UK. “I am excited to immerse them into the brand and create amazing content – watch this space.”