Estée Lauder has announced that top model, actor, and writer, Paulina Porizkova, now almost 60 years old, is returning as a Global Brand Ambassador. She was one of the world’s top models in the late 1980s and served as the face of Estée Lauder from 1988 to 1995.
This time, her role expands beyond traditional endorsements. Porizkova, who has been an advocate for changing beauty standards, will promote skincare and makeup while using her platform to address aging and self-confidence.
Her return reflects a broader industry shift towards a more inclusive representation of older women in beauty marketing.
Paulina Porizkova wearing alaïa for vogue 1985 pic.twitter.com/FsuQP88P2E
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Industry shift toward age-inclusive beauty
Porizkova has been vocal about ageism in the beauty and fashion industries, frequently discussing self-worth and the pressures women face as they grow older.
Over the years, she has transitioned from modeling to acting and writing, publishing a novel and a memoir exploring her experiences in the industry.
“Unlike the first time around, this is more than a job,” Porizkova said. “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.”
Justin Boxford, Estée Lauder Global Brand President, said Porizkova’s appointment reflects the company’s evolving approach. “We welcome Paulina back to the Estée Lauder family; this time not as a spokesmodel, but as a role model,” Boxford said
Her new campaign will focus on Estée Lauder’s Revitalizing Supreme+ skincare line and will debut in Spring 2025 across print, digital, and in-store platforms.
A career spanning decades
Born in Czechoslovakia, Porizkova rose to fame in the 1980s, becoming the first Central European model to appear on the cover of Sports Illustrated’s swimsuit issue. She later signed one of the highest-paying beauty contracts of the time with Estée Lauder.
Paulina Porizkova | Estée Lauder 1980 pic.twitter.com/LMnTvvQy0u
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Beyond modeling, she has acted in multiple films and television shows and served as a judge on America’s Next Top Model. She has also written extensively about her experiences, publishing “A Model Summer” in 2007 and “No Filter: The Good, the Bad, and the Beautiful” in 2022.
Spring 2025 campaign launch
Porizkova’s return comes as the beauty industry increasingly features older models in major campaigns. Other global brands have also begun embracing more inclusive advertising, reflecting changing consumer expectations.
While critics argue that the industry still has a long way to go in realistically representing aging, moves like these indicate a shift toward recognizing beauty at all stages of life.
Estée Lauder’s campaign, featuring a model in her 60s, challenges traditional beauty norms and responds to a growing demographic of consumers seeking representation.
For Porizkova, the role is about visibility – bringing a different perspective to an industry long dominated by youth-focused marketing.
