Maybelline New York has signed Freja Beha Erichsen as the official spokeswoman of the brand.

"I'm so honored to be representing such a daring, trendsetting brand, and I'm looking forward to this new and exciting chapter in my modeling career," says Erichsen.

A model of Danish descent and often called the ‘Queen of Cool’, Erichsen was discovered in her hometown by a modeling agent passing by in a taxi. Since then she has appeared in 64 shows during the runway season. She debuted in 2005 at the Fall Paris and Milan shows of Prada, Louis Vuitton, and Miu Miu.

Damien Bertrand, Global Brand President, Maybelline New York describes Erichsen as an ‘incredibly beautiful and confident woman’. “Not only is she a top model for a new generation, but she is also a modern style icon off the runway. She truly captures the catwalk-to-sidewalk spirit of Maybelline New York,” he adds.

Erichsen has also starred in ad campaigns for Chanel, Gucci, Hugo Boss, H&M, Roberto Cavalli and Calvin Klein to name a few. She also has various fashion items named after her: Jill Stuart Freja handbag, Chloé Freja clutch, and the Alexander Wang Freja Lace-Up Stiletto Boot with Zip Detail.

Maybelline New York is a renowned cosmetics brand and has had a number of famous celebrities as its spokesperson. Erichsen now will join the list of big names like Christy Turlington, Julia Stegner, Erin Wasson etc.

Found in 1945 with an aim to provide innovative, accessible and effortless cosmetics for women, it is currently the official sponsor of the Mercedez Benz Fashion Week New York. Its cosmetics are considered to be sophisticated and of high quality.

Erichsen will be seen in the ad campaigns for Maybelline New York in the later part of 2012.