Angelina Jolie is a beauty muse once again.

On Friday, Tom Ford Beauty announced that she will front the new Runway Lip Color franchise, which rolls out into stores on Sep. 3, replacing its existing Lip Color franchise. Prices start at $46 for lip liners, and $60 for lipsticks.

In 2017, Jolie began working with LVMH-owned luxury cosmetics brand Guerlain as an ambassador both for fragrance, and its philanthropic efforts to preserve global bee populations.

Her appointment, and the choice to reboot the lip category, comes at a pivotal time for the brand. In its full-year 2024 earnings, parent company Estée Lauder said net sales for makeup from Tom Ford Beauty decreased, primarily driven by the underperformance of its lip category.

Tom Ford Beauty’s high-glamour image juxtaposes against the leading indie brands who have rapidly cornered the lip category. Brands such as Summer Fridays, Naturium and Rhode favour more playful, personable branding, though there’s been viral hits for luxury lines such as Dior with its sheer Lip Glow Oil.

Lighter, more balm-like options have driven growth in the lip category, with market research firm Circana identifying that oils, balms and glosses are growing at a faster rate than lipstick.

In a press release, the brand described the Runway Lip Color as featuring a hydrating complex with “decadent emollience and rich, fade-resistant colour.”

The full campaign, which includes images and a video shot by the legendary fashion photographers Mert Alas and Marcus Piggott will be released on Sep. 3.

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