If you’ve had your eye on Almay’s Instagram page over the past few months, the drugstore darling has been keeping things curiously elusive. After wiping its feed back in December, the brand began teasing soft, skin-first visuals and a new direction. Now, that next chapter has officially arrived, with Miranda Kerr helping usher it in.
As of today, Kerr—renowned model, wellness advocate and entrepreneur—steps in as the global ambassador for the brand’s new campaign, “Clean Makeup That Thinks It’s Skincare,” a move that feels very on-brand for her. Kerr has long prioritized a skin-first approach to beauty, a philosophy that also underpins her own line, KORA Organics.
Alongside her debut, Almay is introducing refreshed packaging across some of its most-loved products. The design is more minimalist and modern, without losing the accessible price points it’s known for.
Ahead of the official announcement, NewBeauty spoke with Kerr exclusively about the campaign, her skin-first philosophy and the Almay staples she loves.
What excites you most about partnering with Almay at this point in your career?
“What I was really thrilled about was Almay’s commitment to clean beauty because I’ve been very mindful about what I put on my skin. Working with a brand that prioritizes clean, gentle, breathable beauty—and is dermatologist-tested—feels very much in alignment with me.”
What first made you so mindful about what you put on your skin?
“When I was a teenager, my mom was diagnosed with tumors on her spleen, so as a family we started looking more closely at what we were using in our everyday lives—from what we were putting in our bodies to what we were putting on our skin. We realized our skin is the largest organ, and what you put on it sinks in. It really opened my eyes to how many ingredients we come into contact with every day.”
Your beauty philosophy has always leaned skin-first. What does that look like for you right now?
“At this stage in my life, I’m focused on simplicity and choosing products that support my skin and feel good. Nothing too wild. Since becoming a mom, you want to simplify your routine—you don’t want anything too complicated. You want products that are effective and give you quick results.”
What does your go-to makeup look like when you want to feel polished but still like yourself?
“I don’t really wear a ton of makeup, but I do want to feel good in my own skin. I love the Smart Shade [Foundation from Almay]—it gives natural coverage without being too heavy. It evens out your skin tone in a very light way.
Another thing I really love is their Color and Care Tint Stick—it’s a pH-activated color that looks different on every person’s skin tone. Your pH kind of draws out the natural color for you—I think it’s really impressive.”
Any non-negotiables in your routine?
“I used to not wear mascara unless I had to for a red carpet. But now that I’ve found this mascara [Almay Length & Lift Mascara], I love mascara—it gives you that natural lift and defines the eye area without irritating my eyes.
I always curl my lashes, too. I go right to the root and kind of shake it and lift… and I’ll do like three coats.”
Have any of your kids influenced your beauty routine lately?
“What’s funny is my teenager—he’s 15—often says to me, ‘Mom, you need to wear a gloss.’ I’m like, ‘Oh, okay.’ So I’ve actually started wearing this one [Almay’s Gleam Big Lip Serum] and it gives your lips a beautiful, very natural glossy finish.”
What makes a product truly gentle in your eyes?
“I think they’re really focused on skin compatibility, especially for sensitive skin. And I love that you can go on their product pages and see what the product does and how it was tested. That kind of transparency is so important.”
How do you adjust your routine when your skin is off?
“It’s such a 360 approach for me. It might be stress, hydration, nutrition or lack of sleep. I really listen to what my skin needs and avoid anything too harsh.”
What’s one habit you never skip?
“No matter how tired I am, I always do my [skin-care] routine. I don’t think I’ve ever gone to sleep with my makeup on.”
I know you’re always on the go. What are your in-flight beauty essentials?
“I mist my face over and over throughout the flight. Sometimes I’ll just sit there with an eye oil, massaging it in.”
