Estée Lauder has announced the return of Paulina Porizkova as its newest Global Brand Ambassador, nearly three decades after she last served as a spokesmodel for the brand. The Czech-born model, writer, and anti-ageism advocate previously fronted Estée Lauder campaigns between 1988 and 1995, becoming one of the beauty industry’s most recognisable faces.
The new partnership signals a shift in the brand’s approach, with a focus on redefining beauty standards and promoting pro-ageing values. Porizkova, now 59, has become a leading voice in discussions around ageing, self-worth, and representation. She will use her platform to inspire women to embrace their beauty at every stage of life.
“Over the last 30 years, I have become a woman with a voice, strong opinions, and an even stronger sense of self,” said Porizkova. “Estée Lauder approached me not despite these qualities, but because of them. Unlike the first time, this is more than a job – it’s my purpose. I want to show women that with age comes power and possibility.”
A New Kind of Beauty Partnership
Porizkova’s role extends beyond traditional ambassadorship, as she will actively engage in conversations about beauty and ageing while endorsing skincare and makeup products aligned with her values. Her return reflects a broader industry shift towards inclusivity and celebrating beauty at all ages.
Justin Boxford, Global Brand President of Estée Lauder, described the collaboration as a significant moment for the company.
“Today marks a milestone as we welcome Paulina back to the Estée Lauder family—not just as a spokesmodel, but as a role model,” he said. “Paulina’s voice and authenticity perfectly embody our brand values. She is changing the conversation around ageing, and we want to be the megaphone that amplifies her message.”
First Campaign Launching in 2025
Porizkova’s first campaign will launch in spring 2025 and will support Estée Lauder’s Revitalizing Supreme+ skincare range. It will be featured across print, digital platforms, and in-store displays worldwide.
She joins an impressive roster of Estée Lauder ambassadors, including Ana de Armas, Bianca Brandolini, Carolyn Murphy, Grace Elizabeth, Imaan Hammam, IU, Karlie Kloss, Shu Qi, and Yang Mi.
With this latest appointment, Estée Lauder continues its commitment to evolving beauty standards and championing diverse voices within the industry. Porizkova’s influence, both as a model and an advocate, is expected to play a key role in shaping how the brand connects with women globally.
