For the first time ever: Maybelline chooses Frida Uziel for campaign

Maybelline New York has chosen Frida Uziel, who came in second place on "Big Brother" and is a social media star, to lead its activities in Israel. This will be Uziel's first beauty campaign, set to launch next month across digital platforms.

"I am happy to join the number one makeup brand in the world, Maybelline New York, a young, musical, feminine, and vibrant brand," says Uziel. "Makeup is the decoration for our faces, and it allows us to choose who we want to be and let our imagination run wild."

This is the first time Maybelline New York has chosen a leading influencer in Israel for such a wide-reaching campaign. The campaign, which will be filmed using innovative technology, will showcase various makeup products from the brand – from mascaras to lipsticks – along with leading makeup trends.

Uziel, 26, from Tel Aviv, has become one of the leading figures on social media in Israel since finishing in second place in the most recent season of "Big Brother." Alongside her activities as a fashion icon and social media star, she is currently working on her first songs as a singer.