Estée Lauder has signed Ana de Armas, Golden Globe Award-nominated actress and honoree of the 2021 Time100 Next list, as its new global brand ambassador.

Armas will feature in campaigns across digital, TV, in-store and print. Her first campaign for the brand will debut a new fragrance in March 2021.

Armas joins the current roster of Estée Lauder global talent including Anok Yai, Bianca Brandolini D’Adda, Carolyn Murphy, Diana Penty, Grace Elizabeth, Karlie Kloss and Yang Mi.

Stéphane de La Faverie, Group president, The Estée Lauder Companies and global brand president, Estée Lauder and Aerin, said, “We are thrilled to welcome Ana to the Estée Lauder brand. Her story of overcoming barriers to achieve her dreams and become an accomplished actress is inspiring to women around the world, and her talent, warmth and beauty will bring a new energy to the brand.”

Armas said, “I am honoured to represent such an iconic brand. Growing up in Cuba, I really admire and connect with the story of Mrs. Estée Lauder. She understood that you have to work hard to turn your dreams into a reality. Everything she did was inspiring then and continues to be inspiring today. I am proud to become part of that legacy and share her story.”