L’Oréal Paris is delighted to announce Nikolaj Coster- Waldau as our new global spokesperson for Men Expert. – Star of the highly-popularTV series Game of Thrones, Nikolaj Coster-Waldau lives as a hero in the global imagination.

While the world has watched his character «Jaime Lannister» transform from once divisive, into an admirable figure, less widely known is how he’s channelling his fame to campaign for gender equality and climate action. With more than 40 films to his name, the Danish-born actor is a hero on-screen and a hero at heart.

“If there’s a definition of an everyman hero, Nikolaj Coster-Waldau is it. He is a real match for Men Expert. Beyond his range as an actor, he’s generous with his fame and his time, using his platform on one of the world’s biggest series to advocate for progress. We’re thrilled to welcome an actor of talent, and a man of integrity to Men Expert, the brand making skincare innovation accessible for our everyday heroes.”

L’Oréal Paris Global Brand President, Pierre-Emmanuel Angeloglou

“I’m absolutely on-board with Men Expert’s ethos of being the best man you can be, at any age. Their goal to have a positive influence on men’s daily lives, through grooming expertise, philanthropy and everything they support as a brand, speaks to me and the projects I take on personally. It’s a great honor, and challenge, to stand for men to keep aiming for their best, through the years.” Nikolaj Coster-Waldau


At 47, Coster-Waldau is lauded among the most talented and best-looking men in the world, and the parts keep coming. After laying down his armor on the award-winning, Game of Thrones, in 2018, Nikolaj will appear in the principal role of Brian de Palma’s Domino, a thriller unfolding across Europe. That follows his leading part as a gangster convict, another complex hero of questionable morality, in 2017’s Shotcaller.


Recognizing the role of an actor as an agent of change, Nikolaj advocates for climate action, and for gender equality. Witnessing the real impact of a warming planet on Nukaka’s native Greenland, he is a goodwill ambassador for the United Nations Development Program. From refereeing football matches in Kenya to flying over the edge of glaciers in Greenland, his campaign agenda is all action. As he puts it, ‘The greatest threat is inaction.’

Men Expert is thrilled to welcome Nikolaj Coster-Waldau to the L’Oréal Paris family. Not only do his phenomenal acting performances inspire us, his hands-on campaigning fits with Men Expert’s mission to have a positive impact, driving awareness of causes through the everyday act of men’s grooming.


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