THE WHAT? True Botanicals has announced Jessica Chastain as its latest brand ambassador. The Oscar-winning actor will front a campaign for the brand’s recently launched Phyto-Retinol Sleep Serum.

THE DETAILS According to a report published by WWD, the campaign will make its debut on billboards across major cities in the US as well as airing on television and streaming services.

THE WHY? The brand, which is targeted at millennial women, believes celebrity faces to be more effective than influencers in reaching its customers. Chief Marketing Officer Rebecca Boston, told WWD, “Jessica shares the values that are at the core of True Botanicals. She has always been an advocate for taking better care of people, animals and the planet, and that’s what we exist to do.”