“Changing the conversation around ageing” – Paulina Porizkova returns to Estée Lauder

Estée Lauder has announced the return of Paulina Porizkova as its newest Global Brand Ambassador. The renowned model, actress, writer and anti-ageism advocate previously fronted the brand’s campaigns from 1988 to 1995.

The renewed collaboration underscores Estée Lauder’s commitment to redefining industry standards and embracing inclusivity in beauty.

Porizkova, known for her outspoken advocacy on ageing, self-worth and beauty, will leverage her platform to inspire women globally to celebrate their beauty at every stage of life.

As part of the partnership, Porizkova will endorse a range of Estée Lauder’s skincare and makeup products that align with her pro-ageing philosophy.

Her first campaign is set to launch this spring, centred around the brand’s Revitalizing Supreme+ franchise across print digital and in-store channels.

Porizkova joins an esteemed roster of Estée Lauder’s current global talent, including Ana de Armas, Bianca Brandolini, Carolyn Murphy, Grace Elizabeth, Imaan Hammam, IU, Karlie Kloss, Shu Qi and Yang Mi.

“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 Estée Lauder Global Brand President Justin Boxford.

“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 ageing, and we want to be the megaphone to help amplify her message.”

“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.”