Watch: Kendall Jenner’s Cheeky Selfie Ad For Estee Lauder

While some may want to dissociate themselves from any of Kim Kardashian’s endorsements (recently, she’s been lending her name to an anti-morning sickness medication for pregnant women), her younger sister’s brand influence goes from strength to strength. Kendall Jenner’s 23 million Instagram followers are ready and waiting for the next product that the reality TV star turned high fashion model decides to promote. No wonder, then, that Estee Lauder are pretty pleased with themselves for bagging the elder of the two Jenner sisters as the current face of their beauty empire. In their latest collaboration with Kendall, we see the brunette star play to her youthfulness as she winds up a high fashion photographer by snapping silly selfies. Nodding to the power of the selfie in 2015, Estee Lauder have totally rejuvenated their brand, no longer taking themselves too seriously and what’s more, opening themselves up to a much younger market with lots of disposable pocket money.

Here, Kendall is modelling the new Pure Colour Envy Liquid Lip Potion and, as with everything else she turns her hand to, we expect this one to break some records.

Check out the ad below.