Ever the natural beauty, Kate Hudson has been announced as the latest face of Almay, replacing Elaine Irwin Mellencamp to star in their commercials, print ads and online campaigns. The brand - which is owned by Revlon - announced Hudson as their spokeswoman on Wednesday at the Almay Rainforest Concert at Carnegie Hall.

"Almay is known for its fresh, effortless approach to beauty" Hudson said in a statement. The 31-year old actress is also set to become part of the brand's philanthropic initiatives spearheaded by the company. "She is smart, confident and vivacious. Her energy and youthful spirit are contagious" Alan T. Ennis, Revlon president and CEO said. "Kate is a perfect ambassador for the Almay brand."