"This time around, Estée Lauder has contacted me because they like what I’m doing as myself, not just for an image of myself," says model, writer and former Vogue Scandinavia cover star Paulina Porizkova
It’s mid-January and the Czechoslovakia-born, Sweden-raised model and writer, Paulina Porizkova, is recovering from a cold. Dialling in via Zoom from her home in the US, where she’s curled up on her sofa with her adorable deaf dog, Ludwig, she still looks radiant despite feeling less than her best self.
That’s perhaps because Paulina operating at 80 per cent is still far above most other people when they’re firing on all cylinders. She’s effervescent, whip smart, and wildly passionate about her latest venture as a global brand ambassador for Estée Lauder – an appointment Vogue is exclusively revealing today.
The partnership is a tale of two parts. Having originally been a spokesperson for the brand back in the 1980s, a role that served as the launchpad for her career as a supermodel, Porizkova has now come full circle. She’s been re-signed to the brand in recognition of her advocacy work, championing the beauty of ageing via her Instagram, where she has more than a million followers (as well as her book, No Filter: The Good, the Bad and the Beautiful, which is a brilliantly empowering read). As she approaches 60, she has become an influential voice for women who want to feel visible at every age.
Paulina in one of her original campaigns for the beauty brand. Victor Skrebneski. Photo: Victor Skrebneski
“Yes, I am an Estée Lauder brand ambassador again!” the model declares, beaming. “The first time around I was a spokesmodel. Now I am an ambassador, and for me, there is something in a name, in the word, which makes a difference. This time around, [Lauder] has contacted me because they like what I’m doing as myself, not just for an image of myself. [On Instagram] I’m not putting out beautiful images of how photogenic I am. I’ve been very open and honest about ageing and how, I believe, we as women enter a different phase of life. We are still as worthy, absolutely, just in a different way.”
Porizkova’s return to the brand sees her representing all categories across skincare, make-up and fragrance, but she is eager to impress on me that this partnership goes beyond product and is rather about an alignment of values. As with the use of the term “ambassador”, the language around the partnership is critical for her, and she is emphatic that she won’t put her name or voice to the term “anti-ageing”, but rather intends to showcase how we can feel like our best self at any stage of life.
She recalls telling the Estée Lauder team at her first meeting with the board: “‘Number one, I will not do anti-ageing anything. So if you need that, I’m walking out right now.’ They all went, ‘We know, that is why we asked you.’” It seems Estée Lauder is heeding their new ambassador’s advice as she attempts to positively change the industry from the inside. Porizkova is currently lobbying the brand to change the name of its Revitalizing Supreme+ Youth Power Moisturizer Creme, replacing the word “Youth” with “You”. “And they are listening,” she says.
Paulina now. Photo: Moses Berkson
Ever true to herself, Porizkova is candid when we discuss the purpose and value of her return to the brand. “I can hear the dichotomy: I am empowering women to embrace themselves for who they are… with the aid of a cosmetic company that intends to sell you products. I have to acknowledge that’s what it is.” But she is equally forthright about her passion for products (if you follow her on Instagram you will know all about her make-up and skincare favourites).
“I do like to look my best,” she says. “I freaking love make-up! It’s a sense of play, right? It’s about having fun. When it comes to skin treatments, yes, I’m embracing my wrinkles, but I still want my skin to be glowy and still reflective of where it is now. I love products, and use them religiously.”
To Paulina, her candour is what makes her a good ambassador. “I’m the perfect person to show you what the products do, because I am honest. I’ve been using nothing but Estée Lauder on my face since I decided I was going to give this a go. So that’s since May of last year… total commitment. I feel like I’m a really good, honest example of what Estée Lauder products can deliver.” Even at 80 per cent of her best, I 100 per cent believe her – and I 100 per cent agree.
Originally published by British Vogue.