Karlina Caune newest face of Elizabeth Arden

American beauty giant Elizabeth Arden has chosen 20-year-old Latvian model Karlina Caune as its latest brand ambassador.

According to a report published in WWD, Caune will appear in Elizabeth Arden's upcoming advertising campaigns and marketing from Spring 2015 onwards and will also be a part of the brand's digital and social media drives.

While not yet a household name, the young model is a rising star and has appeared in shows and advertising for brands including Stella McCartney, Giorgio Armani and Sportmax. She also has plenty of beauty campaign experience, having starred in 2013 ads for Tom Ford, MAC, Paul Smith and Givenchy. 

The news comes weeks after Estée Lauder signed 19-year-old runway model and celebrity starlet Kendall Jenner as an ambassador. It seems like a contrary move to the beauty industry's recent trend for older beauty icons, which has seen Charlotte Rampling and Jessica Lange appear in campaigns for Nars and Marc Jacobs Beauty over the past year.