Kaia Gerber has stepped into a new role as Uni's first Creative Partner in Residence, marking the skincare brand's latest move to expand its presence and influence. The supermodel and daughter of Cindy Crawford will work across campaigns, partnerships, and product development as Uni scales its Ulta Beauty distribution and grows its overall business.
Gerber's appointment signals a shift for Uni, which has built its reputation on clean, efficacious skincare formulations. By tapping a high-profile creative collaborator, the brand taps into celebrity cachet while maintaining focus on product innovation. Gerber's involvement spans multiple touchpoints, not just a single endorsement deal. She'll shape how Uni presents itself across all channels.
The timing matters. Ulta Beauty partnerships have become crucial for emerging skincare brands seeking mainstream retail reach. Uni's expansion into Ulta stores requires cohesive creative direction, compelling storytelling, and authentic brand ambassadors. Gerber's status as a second-generation model with genuine beauty industry roots gives her credibility beyond typical celebrity endorsements.
Her role as Creative Partner in Residence differs from standard brand ambassador arrangements. This structure suggests ongoing involvement in strategic decisions rather than transactional appearances. Product development input carries real weight, particularly as Uni builds out its line across new retail channels.
Uni joins a growing number of beauty brands leveraging creator and influencer partnerships to drive growth. But this arrangement goes deeper than social media posting. Gerber's responsibilities touch core business functions.
The partnership reflects broader industry trends. Clean beauty continues to gain market share, and established retailers like Ulta Beauty are curating their skincare selections carefully. A recognizable face with demonstrated interest in wellness and beauty helps differentiate brands in crowded categories. Gerber's profile works particularly well for younger consumers who value authenticity and transparency.
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