A Voice Worth Celebrating: Charlotte Cardin Joins L’Oréal Paris

She’s already captured our hearts with her soulful, electro-pop sound and earned her place as one of Canada’s most celebrated music stars—now Charlotte Cardin is adding global beauty ambassador to her résumé. The six-time Juno Award winner has just been named the newest face of L’Oréal Paris, joining an iconic lineup of women known not just for their talent, but for their strength, individuality, and authenticity. In this exclusive Q&A, Cardin opens up about what this partnership means to her, how music fuels her self-worth, and why beauty—like a great song—is all about what lies beneath the surface. —Noa Nichol

Congratulations on becoming the new face of L’Oréal Paris! What does this partnership mean to you personally—and what was your first thought when you got the call?

This partnership means a lot to me, and it was very easy to say yes to L’Oréal Paris because I’ve been a fan of the brand ever since I was a kid. I grew up watching my mom use L’Oréal Paris makeup, my grandmother, my older sister—it’s always somehow been a part of my life. But beyond that, I also really resonate with L’Oréal Paris’s values. It’s always been about female empowerment, self-worth, and inner beauty, and those are things I care deeply about. So for me, it was a very easy yes. 

L’Oréal Paris is all about owning your worth. Has your relationship with self-worth evolved throughout your music career, and how do you channel that into your work today?

My relationship with self-worth has definitely evolved throughout my life, but I feel really lucky that my profession is directly tied to my passions. For me, I’ve always felt at my best, and my self-worth has been strongest, whenever I’ve invested time in music, which is my greatest passion. I feel the most confident when I’m on stage, sharing music, or writing stories. I’m so grateful to be able to do this for a living, to invest in my art, and to keep growing as a person through my journey with music. 

Your music is known for its emotional depth and honesty. Do you find parallels between storytelling in a song and storytelling through a beauty campaign?

I think the parallels between a beauty campaign and a song, in this case, are really clear to me. I love writing music about inner strength, and this L’Oréal Paris campaign is called Lessons of Worth. It’s all about the things that make you feel worth it beyond just your appearance—it’s about what’s inside of you, the things that make you feel like the best version of yourself. For me, music has always been that space where I reconnect with those things.

You’ve spoken out about mental health and body positivity—how do you hope to use your voice, through this new role, to support those causes even more?

I’ve always been vocal about mental health and body positivity. I think it’s so important to de-stigmatize those conversations because they matter so much. Especially as a woman in the public eye, I feel a responsibility to speak up about these things. And I love that with L’Oréal Paris, I get to focus on inner beauty—the things that make us feel beautiful and attractive that come from within. I think L’Oréal Paris does such a great job celebrating that. Even looking at the diversity of their ambassadors—women of all ages, from different professions and backgrounds—it feels like such an inclusive way of talking about beauty, and I love that. 

From singing in Montreal cafés to becoming Billboard Canada’s Woman of the Year, your journey has been incredible. What would you tell your younger self starting out in this industry?

If I could give my younger self one piece of advice, it would be to trust the process and be patient. When I first started making music, I was so eager to put everything out there—but there’s something to be said for taking your time. The music you release stays out there forever, and you want to be proud of it, to be able to defend those songs years later. So take your time, play a lot of shows, and know that it won’t happen overnight—you won’t instantly feel your best on stage. But the journey is incredibly fulfilling. I still feel like I’m learning every single day from my profession, and I truly see that as a privilege. 

L’Oréal Paris is such a legacy brand with iconic ambassadors. Is there anyone from their past or present lineup you’ve looked up to—or now feel honoured to join?

I’ve looked up to so many L’Oréal Paris ambassadors over the years. Obviously, I’ve talked about my love for Celine Dion countless times—she’s influenced my music so much. I also love Andie MacDowell. I think it’s beautiful that Jane Fonda has been a L’Oréal Paris ambassador for so long. Viola Davis is another woman I really admire. All of these women are so unique, powerful, and inspiring in their own way. I love how diverse and individual the L’Oréal Paris ambassadors are—it’s such a reflection of real beauty. 

Beauty can be a powerful form of self-expression. What’s your go-to beauty ritual that helps you feel grounded, especially during tour life or busy days in the studio?

My beauty routine is pretty simple—I really believe less is more. Makeup, for me, has always been about enhancing my features, not hiding anything. I love a nice flushed cheek, a beautiful stained lip, sometimes a little gloss. I love that bitten-lip effect—it always looks so natural and effortless. I just love when makeup makes you look like you have that healthy glow. So, for me, keeping it as natural as possible is usually what makes me feel my best.

Looking ahead, how do you see this partnership inspiring your creative world—whether through music, visuals, or the next chapter in your artistry?

This partnership feels very natural to me because I think my music speaks to values that are very aligned with L’Oréal Paris’s—things like self-worth, individuality, and inner beauty. So I hope this partnership lasts as long as possible. It’s so important to surround yourself with people, brands, and partnerships that reflect who you are and the values you want to stand for. And for me, both creatively, visually, and on a deeper level, I feel like this partnership has a long future ahead.