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Superstar model, Kaia Gerber, leads Marc Jacobs’ latest campaign for the brand’s Daisy perfume. Showcasing an au naturale, breath of fresh air type of beauty, Gerber makes for the perfect face for the signature scent. The American Horror Story actress has grown up alongside the Daisy fragrance (celebs, they’re just like us), which made its debut in 2007. Working with the brand since she was fourteen, this latest campaign is for its newest product, Daisy Ever So Fresh, is a fresh take and updated version of Daisy’s original scent.

This sunny campaign features Gerber running through a field of fresh daisies, which is exactly the sensation that this perfume evokes. It’s that familiar scent that has so many of us returning to it time and time again. The model tells Byrdie, “I literally get to frolic in a field. That’s the feeling the fragrance gave me.” 

Kaia’s signature minimalistic approach to fashion and beauty resonates with so many and goes hand in hand with this campaign. This “less is more” mentality seems to be how she maintains her effortlessly cool aura. Gerber let Byrdie in on why Daisy resonates with her so much, “I grew up on the beach. So, I always could smell the ocean. And, you know, I feel like memory and scent go together. I remember my mom – she still smells the same way – and the way that she smells of the way that my childhood home smells. If I smell them now, I like, immediately feel something. And I feel that way about Daisy because I was wearing it even before I started working with them. Since then, it’s been five years, maybe more. And I have so many memories that are associated with them that I think the second I smell it, it’s just immediate.” 

Photo Credit: Shutterstock

When it comes to her go-to makeup routine Kaia shares, “I think like, the more natural for me, the more I feel like myself. I’ve been doing this [working with Marc Jacobs] for so long. And when you get your makeup done when you’re really young, it’s really fun. And it can be really playful, but it also can be like dysphoric because you’re like, this is my face. I like finding ways to do my makeup, or ways other people do my makeup, that still feels like me.”  When it comes to skincare, the one product she can’t get enough of is Allies of Skin’s Firming Oil. “Someone introduced me to them a couple of months ago. And I’m just like, how does it keep getting better? Like normally your skin kind of gets sick of something? Never with this.”

Lastly, the star shares her beauty philosophy, “Less is more. Which is something I needed to hear when I was younger. Less is more, and don’t touch your eyebrows. Even though I was just talking about this, like the ‘90s trend of really thin eyebrows is coming back. But someone told me, “Don’t. Just Don’t touch your eyebrows.” Like you’ll regret it later. And, I’m really glad now that I didn’t.”