What Happens When Gisele Bündchen Gets to Show Up as More Than a Face

Brazilian supermodel Gisele Bündchen just made Garnier history as the beauty brand’s first-ever global ambassador. The partnership marks the beginning of a new era for the 120-year-old company—and for one Garnier executive who helped bring it to life. She says seeing Bündchen express her many interests through the campaign is about more than hitting a company milestone.

“Garnier is dedicated to bridging the gap between nature and science. Gisele is a beauty icon, as well as a wellness and sustainability activist. We share similar values,” Garnier General Manager Sandra Villarreal tells Remezcla. “For us, it was really about proving that there is no need to compromise—not between nature and technology, not between looking good and feeling good, and not between high performance and the planet.”

Understanding that people may feel skeptical of celebrity beauty deals, Villarreal is direct about what she wants this collaboration with Bündchen to prove.

“Garnier is deeply rooted in serving consumers through nature and technology, backed by rigorous testing. We don’t test on animals. When you understand that side of the brand—and what Gisele stands for—it becomes about bringing those two voices together for a greater good,” Villarreal shares.

It’s a bold claim, but one Garnier is betting Bündchen’s credibility can support. That credibility, Villarreal says, only works if Bündchen is allowed to show up as a whole person, not just a face.

“Gisele is a Brazilian woman, but she’s also a global beauty icon—and that’s where the two meet. For us, this partnership illustrates our belief that beauty should be a look-good, feel-good experience, inside and out,” Villarreal says. “It’s not only the way you show up on the outside, but also how you feel on the inside. We also want to give her the platform to express her voice.”

For a Latina audience that has spent years watching their idols reduced to a single marketable trait, that distinction matters. Bündchen also worked closely with Garnier to create a four-minute film, The Signature, which introduces her as ambassador alongside the brand’s new Diamond Sleek Shine-Coat Smoothing Spray. Instead of a typical runway montage, the film shows Bündchen taking business meetings in unexpected settings—on an exercise ball, during a Pilates class she’s leading, doing jumping jacks on the beach, inside an ice bath, and post-surfing—all while her lawyer reads her contract aloud. It’s self-aware, a bit cheeky, and grounded in who Bündchen is.

With more than 20 years in the industry, Villarreal—the Latina executive behind many of these decisions—says moments like this are most successful when there’s a diverse team in the room.

“We talk about representation in the way we show up to our consumers, but we also talk about representation behind the scenes—how we operate as a team,” Villarreal says.

That internal diversity, she argues, is exactly what made a global deal like this possible.

“Diversity and inclusivity are critical to recognize and bring to life,” Villarreal says. “When I think about where Gisele comes from, where our brand comes from, and how long we’ve served American and Latin American consumers, it’s essential to ensure our products perform across all hair types.”

When asked what it means to be part of the generation bringing something like this into the world, Villarreal says it’s personal.

“I feel very privileged. I have a daughter, and it’s a privilege to show her our vision for how communities can be celebrated, represented, and heard by global brands. We have a huge responsibility to do the best we can—so they can do even better.”