Paulina Porizkova, 59, is back as the newest face of Estée Lauder: 11 more 50+ celebrities starring in beauty and fashion campaigns
The Czech-born supermodel starred in her first Estée Lauder campaign in 1988.
Paulina Porizkova is crediting her fans for her new campaign with Estée Lauder. On Tuesday, the 59-year-old supermodel took to Instagram to give thanks to her fans weeks after it was announced she was returning to Estée Lauder as a global brand ambassador.
In a video posted to social media, Porizkova shared comments from followers suggesting she rejoin the iconic beauty brand. In some comments, fans went so far as to tag the brand to encourage them to enlist the Czech-born supermodel to represent women over 50.
“Thank you for being on my feed for commenting for writing to Estée Lauder,” Porizkova said. “It’s because of you that I’m now in this position of being a brand ambassador to Estée Lauder for us seasoned ladies.”
The role is a homecoming of sort; her first Estée Lauder campaign was back in 1988 when Porizkova was in her early 20s. In January, Porizkova announced her return to Estée Lauder and appeared in two glamorous videos for the brand that celebrated mature beauty and the wisdom that age brings.
"I take this very seriously," Porizkova continued. "This is an honour and privilege that I feel like you have bestowed on me. I will continue to be 100 per cent honest and take my duties seriously because now I know what it means and what its worth. I’m not a little kid anymore that’s entitled and full of themselves, I’m a full grown woman who has been through some ups and downs and who’s immensely grateful."
Estée Lauder Futurist Skin Tint Serum Foundation SPF 20 with Glycerin
Estée Lauder Futurist Soft Touch Brightening Skincealer Concealer
Porizkova's video earned praise from followers who congratulated the model for her latest venture.
“I am so thrilled for you, Paulina,” one follower wrote. “I’m also thrilled for all of us ‘seasoned ladies’ because the more of us that are out there showing the world that age is beautiful, the more opportunities there will be for us. ‘Role model’ is a perfect descriptor. A millon congratulations to you!”
“Probably the smartest move that Estée Lauder has ever made with the exception of hiring you in the first place back in the day, “ another said.
“Welcome back,” a follower wrote. "Stronger, smarter and more beautiful than ever.”
Porizkova is the latest celebrity over 50 to represent a beauty or fashion brand. In a move towards inclusivity, many high fashion, skincare and makeup brands are opting to hire familiar faces to star in their ads and runway shows.
Keep reading reading for a list of A-listers representing mature women and men in the beauty and fashion industry.
Pamela Anderson
In January 2024, a fresh-faced Anderson appeared in Proenza Schouler's Spring/Summer 2024 campaign. At the time, the Canadian actress and activist had just debuted her pared down image of minimal makeup and glam. The edgy photoshoot of the now 57-year-old signalled a new era for Anderson who went on to receive critical acclaim for her performance in The Last Showgirl.
Helen Mirren
At 79, Mirren has no shortage of opportunities as an actor and spokesperson. The British star has been a brand ambassador for L'Oréal Paris since 2014 and has appeared in several beauty campaigns as well as runway shows for the age-inclusive brand.
Maggie Smith
In 2023, an 88-year-old Dame Maggie Smith appeared in Loewe's 2024 spring pre-collection. The campaign was a hit with audiences and reminiscent of Céline's 2015 photoshoot with Joan Didion, who was 80 years old at the time.
Although Smith died in 2024, the Loewe advertisement serves as a fond memory of the beloved actress.
Brian Cox
Cox's success on the hit HBO series Succession helped him land a modelling gig with Kith, a New York-based streetwear brand. The brand's Fall 2023 featured a then 78-year-old Cox looking dapper in corduroy jackets, sport coats and knitwear.
Michelle Yeoh
The Oscar-winning actress has appeared in Lululemon's 2024 Lunar New Year campaign and continues to serve as fixture in ads by Balenciaga. The now 62-year-old was first announced as one of the brand's ambassadors in 2023 and has appeared in several fashion campaigns, for the Spanish luxury fashion brand.
Jennifer Garner
At 52, Garner has been a spokesperson for Neutrogena for more than 17 years. The 13 Going on 30 actress has appeared in numerous ad campaigns for the brand and has been an advocate for sun safety and the daily use of SPF.
Jane Fonda
Nobody does age-inclusion quite like L'Oréal Paris. Fonda has been a brand ambassador L'Oréal since 2006, alongside celebrities like Helen Mirren, Andie MacDowell, Viola Davis and Eva Longoria.
At 87, Fonda continues to be an advocate for women of all ages and a fixture in the L'Oréal Paris campaigns.
Gwyneth Paltrow
The Goop founder was front and centre in Saint Laurent's Spring 2025 campaign. At 52, Paltrow posed in chic menswear-inspired designs for the French fashion house along with actors Chloë Sevigny and Cooper Koch.
Jennifer Coolidge
Fresh off her success from season 2 of The White Lotus, a then 62-year-old Coolidge signed on to become a brand ambassador for e.l.f cosmetics — an affordable drug store beauty brand that's popular with Gen Z.
Martha Stewart
Stewart kicked off 2025 with a new campaign with MAC Cosmetics. The 83-year-old entrepreneur went glamorous and sensual to promote the brand's "I Only Wear MAC" campaign showing off nude shades of lipstick.
Julia Roberts
Roberts has been a brand ambassador for Lancôme since 2009. In 2024, the then 56-year-old starred as the face for the brand's fragrance, La Vie Est Belle L'Elixer.
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