Kaia Gerber has joined Uni as the brand's first Creative Partner in Residence, marking a significant move for the Los Angeles-based beauty company as it expands its retail presence. The supermodel will collaborate across campaigns, partnerships, and product development while Uni scales its footprint at Ulta Beauty and grows its broader business operations.
Gerber's appointment reflects Uni's strategy to leverage celebrity influence during a critical growth phase. The brand, known for its minimalist aesthetic and clean beauty positioning, gains a globally recognized face with deep fashion industry connections. Gerber brings credibility in both luxury and accessible markets, bridging the gap between high-end editorial culture and mainstream retail distribution.
The partnership positions Gerber beyond traditional ambassador work. As Creative Partner in Residence, she holds decision-making power in product development and campaign strategy rather than serving as a passive endorser. This structure mirrors how luxury houses increasingly structure creative collaborations with influential figures.
For Uni, the timing aligns with expansion into Ulta Beauty's network, a critical distribution channel in the prestige beauty market. Ulta's retail footprint gives Uni access to millions of customers while maintaining its premium positioning. Gerber's involvement signals the brand's confidence in scaling without diluting its identity.
The move also speaks to broader industry trends. Beauty brands increasingly blur lines between founder-led companies and celebrity partnerships. Rather than hiring traditional creative directors, emerging brands recruit cultural figures who embody their aesthetic and can drive sales through social capital and authentic creative input.
Gerber's influence extends beyond beauty into fashion and lifestyle. Her modeling career, celebrity lineage, and social media presence give Uni multiple channels for organic reach. Campaigns featuring Gerber will gain placement in fashion media alongside traditional beauty coverage, amplifying brand visibility across demographics.
Uni enters a competitive prestige beauty landscape where differentiation relies on both product