Grande Cosmetics has named Lucy Hale its first brand ambassador.

Founded in 2008 by Alicia Grande, the beauty line is best known for its cult-favorite Lash and Brow Enhancing Serums, formulated with radish root ferment and vitamin E to visibly condition and strengthen the hair. The lash serum, initially developed as a remedy for postpartum lash loss, was the “Pretty Little Liars” star’s entry point to the brand.

“My relationship with Grande [Cosmetics] is very long-running. I started using the brand back in 2010,” said Hale, noting how, at the time, she’d been seeking a solution to her own lash damage. “[The serum] is one of those products that is tried and true. It works. It’s simple. It’s easy. It’s definitely always within reach on sets and on a plane.”

Her love for the brow serum stemmed from a newfound appreciation for her natural features. “I’m very emotionally attached to my brows,” Hale said. “At this phase in my life, I want to nurture what I’ve been given, and I like to take a more natural approach these days. I’m not trying to change anything, just trying to enhance.”

That’s not to say she hasn’t experimented with her appearance over the years, having spent the better half of her teenage years behind a camera. “My relationship to my body, my face, my self-worth, it’s definitely been a journey. You can’t bypass that, going through different versions of who you are, what you want to look like; that’s part of growing up and figuring out your identity,” she told WWD, adding that her 20s, in particular, were defined by self-discovery.

“I was seeking to find out who I was internally. So naturally, on the outside, I was, at times, grasping to look a different way or try to kind of morph into a version of me that wasn’t inherently who I was,” she continued, recalling her ’90s skinny brow era with a sour face. “I definitely overplucked my brows. Thank god they grew back.”

At 37, Hale no longer succumbs to trends, no matter how enticing a bleached brow moment may seem. “Beauty is truly internal; beauty is an aura. It is an energy to me, and I think that the more you take care of who you are, the way you were born to look, you’ll naturally embrace the things that come natural to you,” she said. “That’s why I love products like Grande [Cosmetics’] so much because it’s not trying to change you. It’s not trying to morph you. It’s trying to enhance what’s already yours.”

Hale’s ambassador appointment and corresponding campaign, titled “Little Rituals, Big Impact,” come a few months after the brand’s namesake founder left her role as chief executive officer to become chief vision officer, with Sabeen Mian, president of Grande Cosmetics’ parent company, Performance Beauty Group, succeeding as president.