The Oscar-winning actress has signed on as the UK ambassador for the beauty label, insisting she wants to stay true to her image by asking not to be re-touched.
‘I am not gorgeous, I never was, but I was always OK-looking and I’m keen to stay that way,’ said Dame Mirren.
The 69- year-old star follows int he footsteps of other actresses such as Julianne Moore and Jane Fonda, in association with the beauty brand.
Mirrren’s ambassadorship marks a new approach to age in the often younger-dominated fashion and beauty industry.
But the brand is not on a campaign to promote anti-ageing, rather it is celebrating ageless beauty and style.
“I am truly delighted to become an ambassador and join such an impressive group of high-achievers,” Mirren said of the news.
“I hope I can inspire other women towards greater confidence by making the most of their natural good looks,” she added.
Dame Helen has never been shy about sharing her age with the public.
In June she accepted the Icon Award at the Glamour Women of the Year ceremony saying: “Your 40s are good. Your 50s are great. Your 60s are fab. And 70 is f—— awesome. I’m not quite there yet, but almost.”
Elen Macaskill, L’Oréal’s general manager, described Dame Helen as “brilliant, irreverent, beautiful, sexy and quintessentially British.”
“She is subtle and alluring, and to women in the arts she’s an inspiration and a tireless supporter of emerging talent. As you can tell I’m a huge fan, and we’re incredibly excited to introduce her as an ambassador for our brand.”
We couldn’t agree more!