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The model and anti-ageism activist will endorse skincare and makeup products that authentically align with her pro-aging values, while driving conversation and fostering community around the topics she is most passionate about.
January 30, 2025
By: Lianna Albrizio
Associate Editor
Model and anti-ageism activist Paulina Porizkova has returned as Estée Lauder’s global brand ambassador.
Porizkova famously served as a spokesmodel for Estée Lauder from 1988-1995, appearing in some of the brand’s most celebrated campaigns. The evolution of the partnership between the brand and Porizkova symbolizes a shared mission to redefine standards of beauty.
“Today marks a milestone moment for the brand as we welcome Paulina back to the Estée Lauder family; this time not as a spokesmodel, but as a role model,” said Justin Boxford, global brand president, Estée Lauder. “Paulina’s voice, authenticity, and ability to connect with women on the deepest level is the embodiment of everything Estée Lauder stands for. She is changing the conversation around aging, and we want to be the megaphone to help amplify her message.”
Porizkova will use her influential platform to inspire and empower women around the world to see their value and celebrate their beauty at any age, per brand officials.
“Over the last 30 years, I have become a woman who has a voice, strong opinions and an even stronger sense of self. Estée Lauder approached me to work with them again not despite these values, but because of them,” said Porizkova. “Unlike the first time around, this is more than a job. It’s my purpose – an opportunity to be exactly who I am, to speak only about products I genuinely love and believe in, and to show women around the world that with age comes power and possibility. This is about more than representation. It’s about being seen and celebrated.”
Porizkova will endorse skincare and makeup products that authentically align with her pro-aging values, while driving conversation and fostering community around the topics she is most passionate about.
Her first campaign will debut in spring 2025 across print, digital and in-store in support of Estée Lauder’s Revitalizing Supreme+ franchise. Porizkova joins Estée Lauder’s current roster of global talent including Ana de Armas, Bianca Brandolini, Carolyn Murphy, Grace Elizabeth, Imaan Hammam, IU, Karlie Kloss, Shu Qi and Yang Mi.
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