Kate Upton
Kate Upton is the new face of Bobbi Brown cosmetics. Reuters

Kate Upton has been unveiled as the new face of cosmetics giant Bobbi Brown.

The brand announced the news to fans by posting a picture of the Sports Illustrated beauty all dolled up on its Instagram page.

"Proud to announce @KateUpton as the new face of Bobbi Brown - a beautiful, confident, empowered woman," the caption reads.

Upton, who is 5ft 10, was hand-picked for the job by founder Bobbi Brown because of her confident and independent nature.

"She not only represents beauty - although I think all women are beautiful - but she has incredibly good energy. She is happy, she is strong, she is smart, she is open, and she is really versatile," Brown explains in a new promotional video.

"She's starting to act, she's a model; she speaks eloquently about confidence and self-esteem, which is really important to me. I think she'll be a great [role model] for young girls to look up to."

Upton, who stars alongside Cameron Diaz in the forthcoming movie The Other Woman, said that the brand was a firm favourite with her family.

"My mom always used them, we always used them," she told Vogue. "I love their products because they're 'so light, and I'm such a Florida girl, that it just goes along with my lifestyle."

Upton replaces actress Katie Holmes, who fronted the company for just 12 months.