Cheryl axed by L’Oréal after nine years and loses her seven-figure deal in massive blow for the troubled singer

Cheryl axed by L’Oréal after nine years and loses her seven-figure deal in massive blow for the troubled singer

December 8, 2018 0 By Today news

TROUBLED Cheryl Tweedy has been sacked by hair and beauty giant L’Oréal after nine years.

The Geordie singer, 35, has lost a deal rumoured to have been worth £4million with the Because You’re Worth It firm.

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Cheryl has been axed by L’Oréal after working with the brand for nine years[/caption]

A beauty industry source said: “It’s a hammer blow for Cheryl at this stage of her career.

“L’Oréal has been her most regular income.”

Cheryl, 35, was told she was being axed in August when Karen Flavard-Jones left Garnier to become L’Oréal’s new boss.

A beauty industry source revealed: “After Karen was hired the writing was on the wall for Cheryl. At Garnier, she (Karen) favoured classier celebrities like Holly ­Willoughby and Davina McCall.

L'Oreal Paris

Her deal was thought to be worth £4million and is a major loss for the celeb as it is her ‘most regular source of income’[/caption]

“The decision to axe Cheryl’s contract is a hammer blow at this stage of her career.

“L’Oréal has been her most regular income for close to the past decade. It’s kept her rich without having to do much work.

“It also saw her rub shoulders with other L’Oréal stars in places like Cannes, including Julianne Moore, Helen Mirren, Eva Longoria, Jane Fonda, Jennifer Lopez and Penelope Cruz.”

Geordie singer Cheryl’s nine years as a so-called spokesmodel for L’Oréal Paris in the UK made her their longest serving star.

Rex Features

An insider says Cheryl’s sacking comes as L’Oréal’s new boss prefers ‘classier’ celebrities like Holly Willoughby[/caption]

L’Oréal hired the singer when she was an X Factor judge and was receiving a wave of support after it came out that her husband had cheated on her

She was hired at the height of her fame as an X Factor judge, when she received a wave of support from the British public after revelations that her then husband Ashley Cole had cheated on her.

Her axing explains Cheryl’s recent decision to become the face of naff hair extensions EasiLocks — which have previously been promoted by reality stars Megan McKenna and Charlotte Crosby.

Last night insiders close to Cheryl said L’Oréal’s decision was “amicable” and she will remain a “friend of the brand”.

The source added: “Cheryl and L’Oréal Paris are committed partners of the Prince’s Trust and both will continue to be supportive of this. Right now L’Oréal aren’t intending to replace her with anyone.”

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Cheryl has recently become the face of hair extensions brand EasiLocks, joining previous promoters Megan McKenna and Charlotte Crosby[/caption]


The timing could not be worse for Cheryl after her comeback single Love Made Me Do It was a massive flop.

Her X Factor performance, featuring a widely-mocked moment where she licked her hand, was panned.

We recently revealed she lost out to Love Island host Caroline Flack in a bid for the lead role in West End musical Chicago.

Cheryl’s next job is as a judge on new BBC talent show The Greatest Dancer.

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She may no longer be rubbing shoulders with stars like Helen Mirren and Eva Longoria in Cannes[/caption]

L'OREAL

The blow comes as Cheryl’s comeback single Love Made Me Do It flopped and her X Factor performance was criticised[/caption]