Makeup artist Luis Casco appointed Mary Kay ambassador

Makeup artist Luis Casco has been appointed as the exclusive ambassador of beauty firm Mary Kay.

In this new role, Casco will advise the cosmetics company and its independent sales force on topics, including product development, colour education, sales education and social influencer events.

Mary Kay chief marketing officer Sheryl Adkins-Green said: "While we work with amazing celebrity makeup artists around the world, we’re thrilled to expand our relationship with Luis Casco as he becomes the Mary Kay Global Beauty Ambassador.

"Like Mary Kay, Luis is incredibly relatable, knowledgeable about global beauty and knows it’s all about letting women’s true beauty shine. We are dramatically expanding our beauty education and the customized content our 3.5 million independent beauty consultants share with their customers around the world.

"In his new role, Luis will impact our color product development, contribute to trend forecasts and of course, orchestrate beauty looks and tips that help women feel confidently beautiful."

Casco said: "Whether I’ve been in Hong Kong or Argentina, beauty is one language we all speak, makeup and feeling good and being positive.

"In my travels around the world, I’ve seen how Mary Kay gives women an opportunity to better themselves on their own terms and I love how Mary Kay helps women’s dreams come true. I believe my experience and tips will resonate with women because my philosophy is makeup is a creative way to show your personality."

With 42,500 Instagram followers, Casco has worked with celebrities such as Cameron Diaz, Charlize Theron, Miranda Kerr, Heidi Klum, Blanca Soto, Garcelle Beauvais, Tina Fey and more.

Mary Kay has 3.5 million independent beauty consultants and generates $4bn in global annual sales.

It is direct seller of beauty products in more than 35 markets around the world.