Estée Lauder taps Paulina Porizkova as global brand ambassador

Estée Lauder announced on Thursday the return of actor, writer, model, and anti-ageism advocate Paulina Porizkova as its newest global brand ambassador. 

Porizkova previously served as the face of the brand from 1988 to 1995, appearing in some of its most celebrated campaigns. 

In this role, Porizkova will endorse skincare and makeup products that align with her pro-aging values. Her first campaign with the brand is set to debut in spring 2025 across print, digital, and in-store platforms, spotlighting Estée Lauder’s Revitalizing Supreme+ franchise. 

“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.”

Born in Czechoslovakia, Porizkova became the first Central European woman to grace the cover of Sports Illustrated’s Swimsuit Issue in 1984. Her career also spans acting roles in 16 movies, numerous TV appearances—including a stint as a judge on America’s Next Top Model—and a successful writing career.

“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.”

As an Estée Lauder global brand ambassador, she joins Ana de Armas, Bianca Brandolini, Carolyn Murphy, Grace Elizabeth, Imaan Hammam, IU, Karlie Kloss, Shu Qi, and Yang Mi.