Kate Hudson is the new face of Almay.

The 31-year-old actress - daughter of screen comedy legend Goldie Hawn - will front the new worldwide campaign for the cosmetics brand in her new role as Global Brand Ambassador.

Kate - who replaces model Elaine Irwin-Mellencamp - said in a statement: "Almay is known for its fresh, effortless approach to beauty.

"I share that philosophy and I'm honoured to be partnering with a brand that believes cosmetics should bring out the natural beauty inside every woman. At the end of the day, we all want to have fun and feel beautiful - that's what Almay is all about."

The company's vice president of marketing Thomas Lauinger admits the 'Bride Wars' star "embodies" the look of the company.

He said: "Almay as a brand has a very loyal consumer base. They know and love Elaine, who has been the face for many years. But now we are really going to the next level with Almay with a fresh face that reflects the image and core values of the brand and Kate really embodies that for us."