Caleb McLaughlin is the latest Gen Z star to ink a Dior Beauty ambassadorship. As the label’s newest face, the Stranger Things actor will begin his partnership supporting the French House’s La Collection Privée fragrance line, per WWD.

According to a statement from Dior, McLaughlin will “partner with the brand, celebrating the iconic heritage of Dior, and supporting Dior Beauty in the fragrance category.” The actor’s ambassadorship marks the latest in Dior’s shift to target younger consumers. Among several others, Dior named South Korean pop star Haerin, a member of NewJeans, a global ambassador for jewelry, fashion and beauty last week.

Meanwhile, Jenna Ortega, Thuso Mbedu, Fai Khadra, Liu Yuxin, Orelsan and Stranger Things actors Maya Hawke and Joseph Quinn are on board as ambassadors for La Collection Privée’s hero, Gris Dior.

Aside from McLaughlin’s acting prowess, Dior cites its selection in the heavyweight’s commitment to philanthropy. Per Dior, McLaughlin “developed his own nonprofit foundation, Toa Foundation Inc. (meaning ‘evolve’ in Swahili) that supports personal and mental development globally via performing arts and financial literacy. He is also an active member of the Jr. NBA Leadership Council, the official youth basketball participation program of the NBA, which works to support and improve the youth basketball experience for young players across the country.”

Following news that the final season of Stranger Things will be delayed to the ongoing Writers Guild of America (WGA) strike, it will be quite some time until McLaughlin appears again in his role as Lucas. Outside of The Duffer Brothers’ show, however, McLaughlin is slated to star in Peacock’s forthcoming movie about LeBron James’ high school basketball career, Shooting Stars.

See Caleb McLaughlin’s inaugural Dior Beauty shoot above.

Elsewhere in the industry, the rise of quiet luxury isn’t just a TikTok trend.