Lucy Hale is the new beauty ambassador for Mark, Avon’s youthful fashion and cosmetics brand

The secret is out: Lucy Hale has just been named as the beauty brand ambassador for Avon’s fashion and beauty brand, Mark.

Considering how often her Pretty Little Liars character, Aria, changes up her hair and makeup, Hale seems like an ideal choice for the face of the youthful brand. While her work with Mark will include traditional advertising campaigns, there’s also a social side to the role. Hale will serve as the spokesperson for the brand’s philanthropic arm, M.Powerment by Mark, which works to bring awareness to vicious cycle of dating abuse and violence against young women.

“I just want to say that I’m incredibly proud to partner with a brand that is as passionate about empowering women as I am.” Hale wrote on Mark’s Facebook page. “I’ve been a fan of Mark’s products for years, but it was important to me to work with a brand that is truly about beauty on the inside and the outside.” Hale’s own Facebook page reveals that the actress—who is also working on recording an album—often encourages her fans to speak out against bullying and violence against young women, making this new role well-suited.

Curious fans won’t have to wait long to see what Lucy Hale looks like under the influence of Mark: The campaign will debut in August, to celebrate the ten-year anniversary issue of Mark’s catalogue-magazine. (In the meantime, we’ll be catching up on the fourth season of Pretty Little Liars, which just premiered last night!)

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