NEW ROLE: Michelle Yeoh has been named the new face of Helena Rubinstein.
“This collaboration is the result of an unprecedented encounter harmoniously merging the pioneering spirit of the avant-garde beauty brand and the inspiring journey of Michelle Yeoh,” Helena Rubinstein said in a statement. “Entering a new era together, Helena Rubinstein continues to invent beauty that allows women to reach new heights.”
The brand said Yeoh embodies the values of Helena Rubinstein, including the entrepreneur’s determination, self-confidence, daring and resilience.
“In addition to being the first Asian actress to win an Oscar, Time Magazine’s 2022 Icon of the Year, being a United Nations Goodwill Ambassador and being elected to the 2024 International Olympic Committee, she is recognized worldwide as an exceptional role model for women,” the Helena Rubinstein brand said.
Helena Rubinstein, a L’Oréal-owned brand since 1984, has just joined the French beauty giant’s elite portfolio of billion-euro brands.
The 132-year-old Helena Rubinstein is now a leading skin care player on the global stage, due to its repositioning into a high prestige category, emphasis on scientific innovation and mining deep into its roots.
The brand’s key markets include mainland China, Hong Kong, Japan, Taiwan and South Korea, according to industry sources.
An oft-quoted axiom of Rubinstein herself is: “Beauty is power, the most important of all.”
