Fresh from bankruptcy and tasked with the goal of reaching a younger, wider audience, Revlon’s namesake color cosmetics brand has named social media star Nailea Devora as a worldwide ambassador.

The 21-year-old, who’s the daughter of Mexican parents and grew up in El Paso, Texas, has amassed 19 million followers on social media since 2020 together with her lifestyle and fashion content.

She can be no stranger to Revlon, having been introduced to the brand by her mom.

“I’ve been a longtime Revlon fan since I can remember. My mom has also been a longtime fan and may’t leave the home without wearing Revlon lipstick. After I got the decision that I’d have the opportunity to work with them, it just felt so surreal,” she told WWD.

As the most recent face of the sweetness brand, she’ll be appearing alongside its other ambassadors including Ashley Graham and Megan Thee Stallion, which she called an honor. “They’re so iconic, and robust, powerful women.”

That may entail creating social media content across Revlon’s platforms, including Instagram and TikTok, in support of upcoming launches, in addition to being featured on in-store displays starting this fall and will likely be a part of Revlon’s digital media and promoting in 2024.

Maribelle Orengo, vice chairman of Revlon, said: “Our brand mission has all the time been to amplify voices, challenge convention, and break barriers, and we’re continually seeking to partner with changemakers and budding talent who aren’t afraid to take risks — which is precisely what we see in Nailea. Nailea not only embodies our brand values, but she represents two of our biggest growing consumer bases of Gen Z and Hispanic/Latin Americans. We’re excited to grow our Revlon family to be much more inclusive, diverse, and representative of all ages and backgrounds.”

She added that the indisputable fact that Devora has 8.9 million TikTok followers was an enormous attraction because the brand strives to be relevant.

“What does that mean today to be relevant is to essentially be within the digital social conversation. Nailea is at the beginning an incredible content creator as she’s digitally native so she may help us amplify the digital social Revlon within the digital social conversation,” she said.

After combating hefty pile of debt, Revlon officially emerged from Chapter 11 bankruptcy in June, with a latest owner, latest board and billions less in debt. Most recently, Debra Perelman stepped down from her role as president and chief executive officer and as a member of the board. While the seek for a everlasting successor continues, Elizabeth A. Smith has been appointed interim CEO.

Martine Williamson, chief marketing officer at Revlon, said: “We went through a filing and we’ve exited and we’re really financially stronger than ever. And with that comes really supercharging our brands and Revlon is such a behemoth of a brand and we’re really excited to proceed to speculate and convey in partners that actually are authentic to who we’re and who we’ve all the time been.”