Mermaid hair, perfumed empowerment and testimonies about the passing of time: beauty week has three strong announcements. Brazilian top model Gisele Bündchen joins Garnier, Estée Lauder signs an InCharge collection with Diane von Furstenberg, while Estelle Lefébure takes the camera for Mixa. Three very different stories, but which all say something about our relationship to beauty in 2026.
In the background, a symbolic anniversary: 120 years of Garnier. A new global muse, an alcohol-free water-based perfume and a campaign on aging well outline the main themes of the moment: nature and science, the power of feminine stories, the quest for sincerity. It remains to be seen how each brand takes advantage of it in practice.
Gisele Bündchen, new Garnier ambassador
An iconic hair figure for more than twenty years, Gisele Bündchen becomes Garnier’s first global ambassador as the brand celebrates its 120th anniversary. Her signature hair and her commitments to the environment stick to the promise of accessible beauty, inspired by nature and nourished by science, in the spirit of High-Tech Nature and the Made to Feel Good signature.
This collaboration comes to life in the film The Signaturefilmed in Miami, presented as a self-care interlude rather than a simple 15-second spot. Gisele embodies a fun hair routine, designed to be effective without being complicated, while recalling Garnier’s efforts for more responsible formulas and packaging.
Estée Lauder x Diane von Furstenberg: InCharge
The result of the meeting between Estée Lauder and Diane von Furstenberg, the limited InCharge collection is intended to be a manifesto of female empowerment. “Being InCharge is a commitment to yourself. It’s assuming who we are“, confides Diane von Furstenberg in a press release from the brand. The central piece, the InCharge Essence d’Eau eau de toilette is a water-based, alcohol-free perfume with a floral and musky trail.
Around this juice, the range brings together nourishing lip oils and a Pink Me cream blush stick for a fresh glow in just a few swipes. Designed to follow women everywhere, it aims for easy-to-carry makeup, with prices generally between €40 and €80 and an exclusive launch at Bon Marché in Paris from March 2026.
Estelle Lefébure and Mixa: aging well
Mixa muse for nearly 29 years, Estelle Lefébure is stepping behind the camera for the first time and co-directing a campaign built around testimonies from women cast via social networks. “I have been a Mixa muse for almost 30 years and a great relationship of trust has been built with the brand.“, confides Estelle Lefébure. Intermittent, local elected official or webmaster, each tells their way of aging well, in a context where a recent study shows that 73% of French women see aging well as a luxury and where nearly one in two people have reduced their purchases of care in 2025.