Adriana Lima is the new face of Helena Rubinstein

Helena Rubinstein announced on Wednesday the appointment of supermodel Adrian Lima as the beauty brand’s newest face.

The L’Oréal-owned skincare brand said its new partnership with the Brazilian model “opens a significant new chapter, uniting the brand’s avant-garde spirit with Adriana Lima’s remarkable journey, to empower women to reach new heights.”

With a modelling career that spans two decades, Lima, aged 44, has graced countless magazine covers and runways, including a long-serving stint as one of the original Victoria’s Secret angels.

In commenting about her new role as brand face, Lima referenced Rubinstein’s well-known quote,” there are no ugly women, only lazy ones,” adding, “I have to agree. To achieve greatness in any form, […] there is discipline, there is organization, there is preparation. […] It’s the act of taking care of yourself. It’s the act of caring for you,” concluded Lima.

Helena Rubinstein founded her namesake beauty brand in 1902. Since its inception, the luxury skincare brand has garnered a reputation for its scientific and potent formulas, and hero products such as its Replasty Age Recovery Night Cream.  ​

In 1973, Helena Rubinstein was sold to Colgate-Palmolive, before the consumer goods giants offloaded the beauty brand to French cosmetics giant L’Oréal, in 1984, where it remains today under the L’Oréal Luxe division.