By Lollie Hancock
From a team up with MAC Cosmetics x Sephora to fronting a campaign for Kosas, Love Island USA and The Traitors US star Rob Rausch is getting snapped up by beauty brands, but why?
The beauty industry has an unexpected new ‘it’ boy in Love Island USA and The Traitors US star Rob Rausch.
The Alabama-born snake wrangler and reality television personality has taken an unexpected turn when it comes to brand partnerships, working with MAC Cosmetics to announce its launch into Sephora’s US stores and, more recently, fronting a campaign for Kosas’ latest launch Lip Pulse.
The 27-year-old star is not your typical beauty brand ambassador – even revealing in a Page Six Style interview that, when Kosas first reached out, it was his girlfriend who told him about the brand and explained what a lip plumper is.
While Rausch is an unexpected choice for recent beauty campaigns, social media expert and founder of Living Lavish Social, Olivia Crowley, explains that: “Rob Rausch is the name on everyone’s lips right now, and that has real value.
“But beyond brand awareness, what I find more interesting is the identity alignment.
“He stands for confidence, boldness, taking risks, and those map really neatly onto what these brands are trying to communicate.
“When that fit feels authentic, it does not come across as a campaign; it comes across as casting.”
