L'Oréal ends Cheryl contract, star signs on with Easilocks

By

Sandra Halliday

Published
Dec 10, 2018

British pop star Cheryl’s long-running contract with L’Oréal for haircare and styling products has ended with a split after a nine-year run.

The 35-year-old first joined the company’s ambassador line-up in 2009, after she had become a high-profile judge on talent show X Factor, and the contract was believed to be worth millions of pounds.

And it seems that there are no plans to sign up a new UK-specific spokesmodel to replace her.

Reports suggested the French beauty giant had made the decision to end the deal back in the summer. It issued a statement saying that "following discussions with Cheryl and her team earlier this year, we can confirm that our spokesmodel partnership has come to an end," although it added that she is still a "friend of the brand”. 

Cheryl already appears to have moved on to pastures new, having been publicising hair extension brand Easilocks and working with it on developing new products. She has also returned to the music world with her first new single in nearly four years being released last month.

The celebrity told the Daily Mail: ”I have had an amazing experience as L'Oréal Paris' UK spokesmodel for the past nine years and have loved working with the team over there. It always felt like more than a partnership and I would like to thank them all for the opportunities it has afforded me."