Estée Lauder has officially announced the return of model and anti-ageism activist Paulina Porizkova as its global brand ambassador, marking a significant milestone for both the iconic beauty brand and the 59-year-old activist. Porizkova, who served as Estée Lauder's face from 1988 to 1995, will once again take on the role, this time with a focus on redefining beauty standards to celebrate aging.
Born in Czechoslovakia, Porizkova made history as the first Central European woman to appear on the cover of the Sports Illustrated Swimsuit Issue in 1984. Her storied career includes multiple modeling campaigns and acting roles, alongside her latest endeavors as an influential voice for women’s empowerment. Her new role with Estée Lauder not only highlights her beauty and talent but also emphasizes her commitment to authenticity and pro-aging values.
Estée Lauder's announcement came on January 31, 2025, with plans for Porizkova’s first campaign debuting in the spring. It will spotlight products from the Revitalizing Supreme+ franchise across print, digital, and retail platforms. “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, the Global Brand President of Estée Lauder. His words clearly reflect the brand's shifting approach toward beauty representation.
Porizkova expressed her excitement about this new partnership, stating, “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 just because of those values, but because of them.” This partnership signifies more than just product promotion; it's about embracing her identity and advocating for women everywhere to recognize their power and possibilities as they age.
Beyond beauty, Porizkova’s message prioritizes the importance of visibility for women. She emphasizes, “This is about more than representation. It’s about being seen and celebrated.” This new collaboration finds common ground between cosmetics and the empowerment of women to embrace their true selves—wrinkles and all.
Throughout her career, Porizkova has become synonymous with beauty, but her current focus reflects her dedication to authenticity. She candidly mentions, “I will not do anti-aging anything. So if you need to do this, I’m walking out right now.” Her commitment to steering clear of conventional anti-aging narratives showcases her resolve to advocate only for positive aging.
The support from Estée Lauder seems clear, as they heed her insightful input. Porizkova is even lobbying for changes to product names to reflect her approach, proposing to rename the Revitalizing Supreme+ Youth Power Moisturizer Creme to replace “Youth” with “You.” She notes, “And they are listening.”
Porizkova’s engagement with her audience extends beyond typical modeling. With over one million followers on Instagram, she uses her platform to encourage conversations surrounding beauty, aging, and self-worth. The shared mission between her and Estée Lauder symbolizes progress within the industry, illustrating the beauty brand’s willingness to evolve and prioritize women's voices.
Estée Lauder's ambassador roster also includes notable figures such as Ana de Armas, Karlie Kloss, and Imaan Hammam, which provides Porizkova with a strong community of influential women supporting one another.
The world is clearly witnessing a transformation within beauty standards. Porizkova’s return as global brand ambassador for Estée Lauder signifies more than just her reigniting her modeling career; it reflects the movement toward beauty definitions influenced by authenticity and empowerment. While beauty has traditionally upheld narrow standards, Porizkova’s advocacy aims to disrupt this narrative, encouraging all women to embrace their individual beauty at any stage of life.
Reflecting on her unique position, Porizkova proclaims, “I can hear the dichotomy: I am empowering women to embrace themselves for who they are…with the aid of a cosmetic company.” This acknowledgement presents the complicated relationship many women experience with beauty expectations, but Porizkova’s voice and approach are paving the way toward acceptance and admiration of one's natural self.
With her new partnership with Estée Lauder, Porizkova seeks to redefine beauty not as something to achieve but as something to embody. This fresh perspective not only celebrates aging but also emphasizes the importance of women supporting one another through all stages of life. It’s clear: change is long overdue, and Paulina Porizkova is at the forefront of it.