Estée Lauder has named acclaimed British actress Daisy Edgar Jones as its newest Global Brand Ambassador, strengthening the brand’s connection with a younger, cinema-savvy consumer who values storytelling, individuality, and modern luxury beauty.
Daisy Edgar-Jones steps into global beauty spotlight
Daisy Edgar-Jones will front Estée Lauder skin care, makeup, and fragrance campaigns, with her first global campaign set to debut on February 2 across print, digital, and in-store touchpoints. She joins an existing roster of global talent that includes Ana de Armas, Bianca Brandolini, Carolyn Murphy, Imaan Hammam, IU, Karlie Kloss, Paulina Porizkova, and Yang Mi, reflecting the brand’s strategy to appeal to diverse audiences across continents and generations.
As part of the announcement, Daisy Edgar-Jones said, “As an actress, I love how makeup can tell a story of who we are…I have always admired how Estée Lauder celebrates confidence and individuality in women… It feels surreal to be part of the Estée Lauder family.” Her appointment signals Estée Lauder’s continued investment in storytelling-led campaigns that blend aspirational glamour with approachable, relatable talent.
Why Daisy Edgar-Jones is a strategic fit
Justin Boxford, Global Brand President of Estée Lauder, said “Daisy is very much the breakout star of her generation,” highlighting her talent and her alignment with the brand’s ethos. He emphasized that she is “aspirational yet approachable,” with a confident, youthful spirit and innate sense of style that can speak to consumers across age groups.
For Estée Lauder, partnering with a critically acclaimed actress whose career has been shaped by book-to-screen hits and prestige television is a way to tap into fandoms that live across streaming, cinema, and social conversation. The move also reinforces Estée Lauder’s positioning at the intersection of classic luxury and contemporary culture, using a globally recognizable face to introduce hero products and upcoming launches to both loyal customers and new audiences.
Inside Daisy Edgar-Jones’ rising career
Daisy Edgar-Jones first gained global attention in 2020 for her breakout performance opposite Paul Mescal in the Emmy-nominated series Normal People, adapted from Sally Rooney’s best-selling novel. She has since built a reputation for emotional, nuanced roles across film and television, including Where the Crawdads Sing and the FX limited series Under the Banner of Heaven, which earned her a Golden Globe nomination.
Estée Lauder’s global luxury footprint
Estée Lauder is the flagship brand of The Estée Lauder Companies Inc., founded by beauty pioneer Estée Lauder, one of the world’s first major female entrepreneurs in luxury cosmetics. The brand is known for innovative, high-performance skin care, makeup, and iconic fragrances, developed with a deep understanding of what women want from their beauty routines.
Today, Estée Lauder engages with consumers in over 150 countries at multiple touchpoints, from department stores and freestanding boutiques to e-commerce and digital platforms. Every interaction is designed to reflect Estée Lauder’s signature point of view: glamorous yet modern, sophisticated yet warm, with brand storytelling now increasingly carried by a powerful, global ambassador lineup that includes its newest face, Daisy Edgar-Jones.
