Luxury beauty brands are using high-profile actors to lead fragrance campaigns in 2026, with new appointments and launches from Prada, Chanel, Armani and Valentino. The campaigns underline the continuing role of celebrity partnerships in promoting premium scents and giving new fragrance lines a cinematic, fashion-led identity.

– Zendaya has become Prada Beauty’s global ambassador for the Paradoxe franchise.
– Jacob Elordi replaces Timothée Chalamet as the face of Bleu de Chanel in a campaign directed by Alfonso Cuarón.
– Jonathan Bailey fronts Armani’s I Will, the house’s first new men’s fragrance in over 20 years.
– Dakota Johnson and Alexander Skarsgård represent Valentino’s new Vendetta prestige fragrance franchise, its first in six years.
– The article also highlights celebrity-backed scents associated with figures including Billie Eilish, Scarlett Johansson and Julia Roberts.