L’Oréal Paris is expanding its reach — and talent roster.

The brand is inaugurating its L’Oréal Paris League Of Experts, a makeup artistry talent collective comprised of three initial members: Allan Avendaño, Claudia Betancur and Erica Taylor.

“We’ve recognized that customers are more diverse than ever before, the way in which we speak to consumers is far more fragmented — it’s caused us to rethink how can we evolve our relationships with makeup artists to to talk to consumers in a more relevant way,” said Ali Goldstein, L’Oréal Paris U.S. brand president.

The brand was drawn to every of the League’s initial members for his or her digital finesse and unique reach, which can aid in bringing L’Oréal Paris products, tutorials and interesting social content to as many audiences as possible.

“Historically, we’ve got, for probably the most part, had one makeup artist at a time that has been a lead; the important thing to this initiative was finding three implausible individuals who each bring something special, and collectively create this amazing package of makeup artists,” said Goldstein.

Kicking off the initiative, Avendaño will join L’Oréal Paris as an on-site makeup artist for the brand’s U.S. guests on the Cannes Film Festival, going down from May 16 through May 27. The artists can even be harnessed for other red carpet and influencer events, along with bolstering the brand’s social media presence.

L’Oréal Paris’ commitment to inclusivity and variety were among the many chief qualities that drew each of the league’s initial members to the brand.

“As a teen from Queens, Latest York, L’Oréal was my first real makeup in highschool; [this is] full circle for me — I’m excited to make use of my platform and L’Oréal to show more women about attainable luxury,” said Taylor.

Added Avendaño: “My vision for being an element of the League of Experts is to proceed to champion inclusivity and produce a fresh tackle how makeup can enrich people’s lives and empower them.” 

L’Oréal Paris will further develop the league’s talent in the approaching months, guided by its mission of uplifting artists and empowering consumers through creativity and makeup.