Chanel has named Timothée Chalamet as the new face of its top-selling men’s fragrance Bleu, in a move that underlines an ongoing shift away from traditional notions of masculinity across the beauty industry.

Speculation by industry insiders and fans had been swirling online since early April when the 27-year-old actor was spotted filming in New York with director Martin Scorsese, who has a longstanding advertising contract with the French luxury house.

The appointment of Chalamet could help to drive growth in a competitive market. The global men’s fragrance market is expected to grow to $19.6 billion by 2025, from $14.2 billion in 2020, according to market research firm Euromonitor International.