Astra Make-Up2026 — Works

Valeria Sechi, Italian grey hair model and pro-age endorser, is the face of the VibraKiss – Vibrant Lip Gloss campaign by Astra Make-Up, previewed at Cosmoprof 2026 in Bologna, the most important international trade show for the beauty industry. The launch includes two video spots, in-store marketing activities and a photo shoot produced at the Astra booth. The campaign celebrates ageless beauty and the freedom to play with colour after 50: Valeria, with her natural grey hair and a contemporary styling, embodies an over-50 woman who still uses makeup as a language of personal identity.

Astra Make-Up is one of the best-known Italian cosmetics brands, founded in 1971 and distributed both in Italy and worldwide. This is Valeria’s first collaboration with the brand and it fits into the pro-age path she has built with the main players of the beauty industry, from Clio Makeup to Vichy Neovadiol, from Pantene X Moschino to Schwarzkopf. Choosing a grey hair model for a lip product launch is a signal of the paradigm shift the beauty market is going through, more and more focused on representing generational diversity and the authentic beauty of natural grey hair.