Adriana Lima Becomes the New Face of Helena Rubinstein

Helena Rubinstein, the renowned skincare brand, announced on Wednesday that supermodel Adriana Lima has been appointed as the latest face of the luxury beauty label. This new collaboration marks an exciting milestone for the brand, emphasizing its avant-garde approach while aligning with Lima’s incredible journey to inspire and empower women.

Lima, a Brazilian model with over 20 years of experience, has appeared on countless magazine covers and catwalks. She is widely recognized for her long-standing role as one of the original Victoria’s Secret Angels. At 44, she continues to dominate the fashion world, and her partnership with Helena Rubinstein is set to redefine beauty standards.

The Vision Behind the Partnership

In a statement, the L’Oréal-owned brand revealed that this partnership will not only celebrate Lima’s unique path but will also serve as a platform to empower women worldwide. Lima herself echoed the brand’s values, referring to Helena Rubinstein’s famous quote: ‘There are no ugly women, only lazy ones.’ Lima explained that achieving greatness requires discipline, preparation, and self-care—values she shares with the brand.

A Legacy of Innovation

Founded in 1902 by Helena Rubinstein, the beauty brand has a legacy of creating scientifically advanced and highly effective skincare products. Some of its most popular items include the Replasty Age Recovery Night Cream. Helena Rubinstein was sold to Colgate-Palmolive in 1973 and later acquired by L’Oréal in 1984, where it remains a part of the L’Oréal Luxe division.

With this new collaboration, both the brand and Adriana Lima are set to bring a fresh and empowering message to the world of beauty and skincare.