Actor, writer, model, and anti-ageism activist Paulina Porizkova is again repping The Estée Lauder Companies, a partnership that originally catapulted her to supermodel status in the 80s and 90s.
As the company’s new Global Brand Ambassador, Porizkova will endorse skincare and makeup products that align with her pro-aging messaging. Her first campaign will debut in Spring 2025 for the brand’s Revitalizing Supreme+ skincare collection.
On the verge of 60, the Czech-born supermodel wants to change the conversation in the beauty industry around aging and youth. “Over the last 30 years, I have become a woman who has a voice, strong opinions, and an even stronger sense of self,” Porizkova says.
“Estée Lauder approached me to work with them again not despite these values, but because of them.”
Porizkova was the spokesmodel for Estée Lauder skincare, fragrance, and makeup ads and commercials from 1988-1995. She has since appeared in numerous films and TV shows and has written a book of essays: No Filter: The Good, the Bad and the Beautiful.
“Unlike the first time around, this is more than a job,” Porizkova says of her renewed role with Estée Lauder. “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’s Instagram has 1.2 million followers and is an open book for her opinions, recommendations, advocacy, and private life, including vulnerable personal moments. “What I am attracted to is authenticity,” she told the Today show. “It’s to see women put out who they really are.”
Since she began talks with Estée Lauder last spring, Porizkova began using the brand's products exclusively in order to demonstrate their true efficacy.
Estée Lauder’s Global Brand President, Justin Boxford, said the company is welcoming Porizkova back “not as a spokesmodel, but as a role model.
“She is changing the conversation around aging, and we want to be the megaphone to help amplify her message.”
