Model, entrepreneur, digital darling and philanthropist Karlie Kloss is the newest beauty to be signed by Estée Lauder joining an A-list roster including Joan Smalls, Kendall Jenner and Hilary Rhoda.

The fresh collaboration will roll out across social, digital TV in-store and print as of July 18 and will support Estée Lauder’s iconic products including Pure Color Envy Sculpting Lipstick, Double Wear Stay-in-Place Makeup and Revitalizing Supreme+ Global Anti-Aging Cell Power Creme.

A hands on beauty with heart, Kloss (Klossy Productions) will create a series of videos as part of the campaign with the first just launched (and available to view below). Featuring Estée Lauder’s great granddaughter, actress Danielle Lauder, the humorous, behind-the-scenes sketch sees Danielle oversee Kloss’ first day on the job at Estée Lauder HQ.

Further to this and on the same, digital plain, Estée Lauder will support Kode with Klossy – Karlie’s commitment to educating, building confidence and furthering career opportunities in the next generation of young women. Founded by Karlie in 2015, the philanthropic initiative hosts free, two-week coding summer camps for girls aged 13 – 18.

“Karlie is the modern-day Estée and we are thrilled to welcome her to the Estée Lauder brand,” said Stephane de La Faverie, Global Brand President, Estée Lauder.

“Karlie has achieved tremendous success in her career through hard work, first taking the fashion world by storm, then becoming a media and television personality, and now empowering young women to become future leaders in tech. Her passion for beauty, unique voice and global social media presence will help us continue to inspire and connect with women around the world.”

“It is a dream come true to join the Estée Lauder family,” said Karlie Kloss.

“I am so inspired by the brand’s legacy and values – from the entrepreneurial spirit of Estée herself to the company’s unparalleled commitment to creating best-in-class products for women around the world.”

Follow @esteelauder @karliekloss