L’Oréal Paris has announced the signing of its own Beauty Squad which comprises five of the UK’s most inspiring influencers to be the brand’s digital faces.

With a combined reach of over 5.5 million, the carefully curated UK squad will join the brand’s global digital signing, Kristina Bazaan, to keep L’Oréal Paris at the forefront of the UK’s beauty space. Emily Canham, Kaushal, Patricia Bright, Ruth Crilly of A Model Recommends and Victoria Magrath of In The Frow were each handpicked for their individual areas of beauty knowledge and expertise.

The Beauty Squad will create always-on content for the brand across cosmetics, skin and hair categories. The influencers will be revealing the brand’s latest innovations and newest products, creating fun and engaging content, attending key brand events including London Fashion Week, Paris Fashion Week and Cannes Film Festival.