Nia Long can now add “brand ambassador” to her résumé.
The actress is Estée Lauder‘s first brand ambassador specific to North America, where she will feature in the brand’s campaigns.
“I have long looked up to Mrs. Lauder’s belief that taking care of yourself didn’t need a special occasion, it was an act of self love. Her groundbreaking spirit as a multidimensional woman — entrepreneur, mother and leader — is something I deeply respect and connect with,” Long said via email. “I’m proud to step into this role as the brand’s first ambassador for North America and be part of Estée Lauder’s enduring legacy that celebrates confidence and the ability for all women to feel beautiful at every stage of life.”
The announcement comes after a string of wins for the brand, which is the flagship of parent company the Estée Lauder Cos. “Everything we do has the consumer at heart,” said Fiona Sainty, vice president and general manager for the brand, Aerin and Bobbi Brown in North America, noting the successful launch of the brand’s recent Advanced Night Repair Eye Lift. “It’s the messaging and the storytelling that sits around it, the focus on doubling down on the right distribution channels. Lauder has come a long way in its messaging, and we deliver a very authentic kind of storytelling, impactful campaigns, partnerships and the right talent that connects with today’s savvy beauty consumer.”
Sainty said the brand has done one-off campaigns with Long for the last few years in North America. “When we were looking for someone to be a North America-specific ambassador, we wanted to find qualities that resonate with our brand,” she said. “It’s relevant to the consumer, she’s super aspirational, she’s a mother, she’s a writer. I don’t know how she does all of the things, but she does.”
Long will front campaigns across digital, TV and print, and and across both skin care and makeup. “It will really be a social-first campaign,” Sainty said. “We continue to connect with both our existing consumers and equally, new customers.”
Per the parent company’s financial results for its 2025 fiscal year, released in August, Estée Lauder joined Clinique and The Ordinary in driving share gains in North America for the second half, and also launched extensions to its Re-Nutriv and Double Wear franchises in skin care and makeup, respectively. Globally, lower net sales in skin care and makeup from Estée Lauder dragged on those categories’ performances for the time period.