Adriana Lima becomes the new face of Helena Rubinstein, ushering in a powerful fusion of beauty, science and empowerment.
Helena Rubinstein has officially named Adriana Lima as the new global face of the brand, marking a powerful alliance between cutting-edge skincare and one of the most recognisable figures in fashion. At 44, the Brazilian supermodel continues to redefine beauty standards with a career spanning over two decades on the world’s most prestigious runways and magazine covers.
This collaboration signals a “significant new chapter,” according to the L’Oréal-owned label, uniting Rubinstein’s avant-garde legacy with Lima’s inspiring journey to empower women to reach new heights.
A long-time Victoria’s Secret angel and global style icon, Lima referenced the founder’s famous quote: “There are no ugly women, only lazy ones.” Speaking on her new role, she said: “I have to agree. To achieve greatness, there is discipline, there is organisation, there is preparation. It’s the act of taking care of yourself. It’s the act of caring for you.”
Founded in 1902, Helena Rubinstein has built a legacy of innovation in beauty, known for its potent formulas and bestselling icons like the Replasty Age Recovery Night Cream. Since joining L’Oréal Luxe in 1984, the brand continues to lead the way in luxury skincare.
With Lima at the helm, this new chapter not only celebrates timeless beauty but also reaffirms the brand’s message: confidence and care go hand in hand.
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