Cheryl Has Been Axed From Her €4.5 Million Deal With L’Oréal

When you see a can of L’Oréal Elnett hairspray, it’s only natural to think of Cheryl, who has been the face of the brand for over nine years. Who could forget that beautiful bodacious beehive? Glorious.

Times are a changing, however, as Cheryl has been axed from her €4.5 million deal with L’Oréal (that’s sure to take a hit on her bank account).

It’s now been reported that Cheryl was dropped by L’Oréal because the brand’s new boss prefers “classier” celebrities. Ouch.

A source has said that L’Oréal’s new boss, Karen Flavard-Jones, who was previously head of Garnier, wasn’t keen on the former Girls Aloud singer.

“After Karen was hired the writing was on the wall for Cheryl,” an insider told The Sun.

“At Garnier, she favoured classier celebrities like Holly ­Willoughby and Davina McCall.

“The decision to axe Cheryl’s contract is a hammer blow at this stage of her career.

“L’Oréal has been her most regular income for close to the past decade. It’s kept her rich without having to do much work.”

The news was confirmed by L’Oréal over the weekend, with a spokesperson for the brand saying:

“We’re very proud to have worked with Cheryl for nine years and to have been part of her story, sharing and celebrating all things ‘worth it’.”

Confirming her exit from the beauty brand, the mother-of-one said: “I have had an amazing experience as L’Oreal Paris’ UK spokesmodel for the past nine years and have loved working with the team over there. It always felt like more than a partnership and I would like to thank them all for the opportunities it has afforded me.”

• Cheryl
• L'Oreal Paris