Elyse Knowles has a new job.

After dethroning Myer’s long-standing beauty queen Jennifer Hawkins just last week, Knowles has (another) new job, National Brand Ambassador for AVEDA.

Joining the AVEDA family for the first time, the model, entrepreneur and TV personality shares common ground with the botanical brand, equally passionate about the earth and our ecological footprint. For Knowles, being a conscious consumer is paramount, she values what she puts into her body, the products she uses on her hair, skin and body and their impact on the earth.

“We’re all part of a pretty incredible movement right now and I am SO proud to have partnered with a beauty company who goes above and beyond to making our world a more eco-friendly, sustainable place.”

For the last 40 years, Aveda has created high-performance, naturally-derived products that don’t sacrifice efficacy, but most importantly have a positive impact on the planet.

A brand that proudly perpetuates transparency, Knowles is representative of today’s individualistic and savvy consumer who too looks for transparency in products and beyond. “Aveda’s core brand values, and Elyse’s personal values align perfectly. It’s not often that you find an inspirational role model who really cares about our environment like she does, we couldn’t be prouder to begin this partnership with Elyse,” says Clint Piper, Aveda Brand General Manager.

Knowles – famed for her long blonde locks – will front the haircare skew of the brand. The natural beauty movement has never looked better.