Guerlain who is owned by LVMH announced new creative director. She is the French makeup artist and influencer Violette Serrat who will join the company as a creative director of makeup creation. Serrat is an influencer with an impressive 400K followers and a YouTuber, where she shared makeup tutorial videos with her audience. She has worked for La Mer, Dior and most recently Estée Lauder.

"I'm so happy to be joining an iconic House with such a rich heritage, where I can pass Guerlain's values in makeup on to a new generation and share it with those who, no matter their gender, celebrate beauty today and will celebrate it tomorrow," said Serrat, of her new partnership in a statement.

"Today, I've been invited to write the next chapter in Guerlain's history as director of makeup. That's the magic of beauty.”