L’Oréal Brands Maybelline New York, Essie To Share VML as US Social Agency
VML has been named lead U.S. social agency for Maybelline New York and essie.
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Maybelline New York and Essie, both owned by L’Oréal, are bringing in one agency to run social for the first time.
VML has been named lead U.S. social agency for the brands following a competitive review, the agency told ADWEEK, with a remit spanning social strategy, content production, and community management. The scope does not include influencer marketing.
The pitch began in November 2025, consolidating what had been a patchwork of internal teams, according to VML.
The move reflects a broader reckoning in beauty, where discovery and purchase are increasingly happening on TikTok and Instagram, making social a key commerce channel.
Audrey Kemp is a staff reporter for Adweek based in New York City.