Sunday 24 February 2019

Cheryl splits with cosmetics brand L'Oreal after 9 years

Cheryl who has split with cosmetics brand L'Oreal after nine years. Photo: Danny Lawson/PA Wire
Cheryl who has split with cosmetics brand L'Oreal after nine years. Photo: Danny Lawson/PA Wire
Cheryl who has split with cosmetics brand L'Oreal after nine years. Photo: Danny Lawson/PA Wire
Cheryl has split with L’Oreal, bringing an end to her nine-year partnership (Victoria Jones/PA)
Cheryl arrives during the 71st annual Cannes Film Festival at Hotel Martinez on May 11, 2018 in Cannes, France. (Photo by Gareth Cattermole/Getty Images)
Cheryl has split with cosmetics brand L’Oreal after nine years (Matt Crossick/PA)
Singer Cheryl departs the Martinez Hotel during the 71st annual Cannes Film Festival at on May 12, 2018 in Cannes, France. (Photo by Gareth Cattermole/Getty Images)
Cheryl walks the runway during Le Defile L'Oreal Paris as part of Paris Fashion Week Womenswear Spring/Summer 2019 on September 30, 2018 in Paris, France. (Photo by Pascal Le Segretain/Getty Images for L'Oreal Paris)
Singer Cheryl wears a creation for L'Oreal Spring/Summer 2018 ready-to-wear fashion collection presented in Paris, Sunday, Oct .1, 2017. (AP Photo/Kamil Zihnioglu)

Keiran Southern

Cheryl has split with cosmetics brand L'Oreal after nine years.

The singer, 35, first joined the French hair and beauty giant as a "spokesmodel" in 2009 while she was a judge on the X Factor.

The deal was believed to have been worth millions of pounds and it is understood L'Oreal's decision not to renew the contract was made in the summer.

Cheryl said: "I have had an amazing experience as L'Oreal Paris' UK spokesmodel for the past nine years and have loved working with the team over there.

"It always felt like more than a partnership and I would like to thank them all for the opportunities it has afforded me."

A spokesman for L'Oreal Paris UK said the singer remains a "friend of the brand".

They said: "Following discussions with Cheryl and her team earlier this year, we can confirm that our spokesmodel partnership has come to an end, however she continues to be a friend of the brand.

"We're very proud to have worked with Cheryl for nine years and to have been part of her story, sharing and celebrating all things 'worth it'."

It is understood L'Oreal has no plans to replace Cheryl with anyone else in the UK as a "spokesmodel".

Cheryl made her musical comeback in November with the release of her single Love Made Me Do It, her first new music in almost four years.

The popstar has been married to Ashley Cole and Jean-Bernard Fernandez-Versini and had a two-year relationship with One Direction star Liam Payne, with whom she shares son Bear.

But she said the single "isn't about anybody".

Press Association

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