Cheryl dumped by L'Oreal as multi-million pound contract ends after nine years

Cheryl has split with cosmetics brand L’Oreal after nine years.

The singer, 35, first joined the French hair and beauty giant as a “spokesmodel” in 2009 while she was a judge on the X Factor.

The deal was believed to have been worth millions of pounds and it is understood L’Oreal’s decision not to renew the contract was made in the summer.

Cheryl 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 most recently took part in L’Oreal’s Spring/Summer 2019 show
(Image: WireImage/Getty)

A spokesman for L’Oreal Paris UK said the singer remains a “friend of the brand”.

They said: “Following discussions with Cheryl and her team earlier this year, we can confirm that our spokesmodel partnership has come to an end, however she continues to be a friend of the brand.

“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’.”

Cheryl received fierce backlash after her X Factor performance
(Image: ITV)

It is understood L’Oreal has no plans to replace Cheryl with anyone else in the UK as a “spokesmodel”.

Cheryl made her musical comeback in November with the release of her single Love Made Me Do It, her first new music in almost four years.

The popstar has been married to Ashley Cole and Jean-Bernard Fernandez-Versini and had a two-year relationship with One Direction star Liam Payne, with whom she shares son Bear.

But she said the single “isn’t about anybody”.