RéVive has signed Michelle Lee as its latest brand ambassador.

Lee, a brand consultant who formerly served because the vice chairman of editorial and publishing at Netflix and, prior to that, helmed Allure, will collaborate with the brand on bimonthly blog posts, mailers, social media content.

That jibes well with Lee’s trajectory, who doubles as a content creator and brand consultant.

“The primary time we talked, I said I had no desire to do pay-for-play and create Instagram Reels — I’m in search of true partnership because I include a special set of skills,” Lee said. “It’s beyond a content creation partnership. I come at things with a special perspective as an editor, and we now have an amazing line of communication, whether talking about products or about people. I see this as a real partnership.”

The partnership comes as RéVive is casting a wider net. As reported, it also kicked off a series of pop-ups in key markets earlier this 12 months. “We have now a commitment to broadening the variety of voices that talk to the brand and increase our authority,” said Elana Drell-Szyfer, RéVive’s chief executive officer. “We put together a scope of the areas we wish to lean into, they usually coincide with Michelle’s expertise…having an authority with a special perspective is a special approach for us.”

Lee also noted that credibility in skincare was key to how brands effectively cut through the noise in a crowded category. “RéVive has been around for 25 years as a pacesetter in science, and the category itself has completely exploded,” she said. “Skincare has at all times been confusing, and that’s starting to alter…there’s a necessity right away for trustworthy, credible sources of data.”