How do you select which beauty products to recommend?

We consider multiple factors: ingredients, efficacy, formula innovation, sustainability, and value.

Are your beauty recommendations personalized?

Yes! We take into account your unique skin type, concerns, preferences, and even environmental factors.

Do you recommend products for all skin types?

Yes, we provide recommendations for all skin types and various skin conditions including acne, rosacea, hyperpigmentation, and more.

Estée Lauder Taps Daisy Edgar-Jones, Revamps Double Wear in Power-Play Beauty Push

Estée Lauder is mounting one of its most aggressive prestige beauty pushes in recent years, unveiling British actress Daisy Edgar-Jones as its newest global brand ambassador while rolling out a reformulated Double Wear foundation and fresh skincare launches that aim to cement the company’s influence across makeup, skin care and fragrance.

According to a January 8 company press release, Estée Lauder named the Normal People and Where the Crawdads Sing star a Global Brand Ambassador for its skin care, makeup and fragrance portfolio, with her debut campaign slated to launch February 2, 2026, across digital, social and traditional media channels.¹ Cosmetics Business reported that the brand cited Edgar-Jones’ “innate sense of style” and cross-generational appeal as central to the signing, positioning her at the heart of Estée Lauder’s next chapter in image-building on and off screen.²

Celebrity power meets a cult foundation reboot

The ambassador announcement lands as the brand’s most famous base product undergoes a significant update. Estée Lauder has reformulated its Double Wear foundation, the long-wear complexion icon that has been a fixture of vanities and film sets for decades.³

Beauty trade outlet Beauty Packaging reported that the new iteration continues the line’s signature long-wear, color-true performance while modernizing the formula to reflect current consumer demands around comfort, finish and skin-care benefits.³ Estée Lauder’s own site is currently spotlighting Double Wear Stay-in-Place Longwear Matte Foundation in 70 shades, billed as “36-hour color-true long-wear foundation” and marketed as “the new flawless,” underscoring the brand’s intent to keep Double Wear at the center of its complexion strategy.⁴

Social buzz has already begun to build. Retailer counters are using launch-day experiences to drive excitement, with Boots’ Crescent Shopping Centre counter in Ireland promoting a February 4 Double Wear rollout complete with complimentary makeovers, luxury facials and personalized shade matching, according to a recent Instagram reel.⁵ In Australia, industry platform beautydirectory flagged a dedicated Double Wear relaunch event, highlighting how the base reboot is being treated as a marquee moment on local beauty calendars.⁶

Vogue’s own coverage of the new Double Wear iteration situates the relaunch in a wider cultural context: the foundation has long been a red-carpet and runway staple, with model Karlie Kloss praising its buildable, lightweight texture in a 2019 “Beauty Secrets” episode and the updated formula now being tested against contemporary expectations for a second-skin finish and durability under studio lights.⁷

Skincare and lip launches extend Estée’s complexion story

Alongside the foundation reboot, Estée Lauder is expanding its complexion-adjacent lineup. On January 16, Beauty Packaging reported that the brand debuted two new skincare products designed to tackle winter dryness: the Futurist HydraPlump Lip Balm and DayWear Glow Boost Gel Cleanser.⁸

The launches, which sit within the brand’s broader strategy to pair makeup with visible skincare benefits, emphasize hydration, comfort and radiance—narratives that dovetail with the Double Wear reformulation and Edgar-Jones’ fresh-faced, on-screen persona. The additions also serve to deepen Estée Lauder’s point of view around “prep-to-finish” routines, where cleanser, treatment and base are architected to work in concert.

Shoppers are already getting an early look at a wider Spring/Summer 2026 lineup from Estée Lauder and its sister brands. An Instagram reel from Shoppers at Avalon referenced a preview day with The Estée Lauder Companies, calling out new-season launches from Estée Lauder, Too Faced and Clinique—signaling that the company is aligning cross-brand storytelling around fresh textures, color and complexion-forward products for the warmer months.⁹

A celebrity face for a digitally fluent beauty empire

Edgar-Jones enters Estée Lauder’s roster at a moment when the company is increasingly leveraging digital and technology initiatives to shape beauty culture. Recent corporate updates highlighted in the Estée Lauder Companies newsroom and investor press releases cite ongoing efforts in digital experience and e-commerce, including activations like the Jo Malone London “A…” tech-driven initiative and participation in global consumer conferences focused on omnichannel growth.¹⁰¹¹

The company has also underscored its commitment to new voices and platforms. In parallel to its heritage names, Estée Lauder has been active in creator-led ventures: a 27-year-old TikTok beauty influencer with 16 million followers recently partnered with an Estée Lauder veteran to launch POV Beauty, according to social posts, illustrating how the conglomerate is cultivating relationships at both luxury and creator-native ends of the spectrum.¹²

Estée Lauder’s own updates point to an internal reorganization designed to support this push. The company recently appointed Lisa Sequino as President of its Makeup Brand Cluster, a move announced on its corporate newsroom that groups key color brands under a single leadership structure.¹³ The cluster approach is poised to coordinate launches like Double Wear’s reinvention and high-profile ambassador campaigns such as Edgar-Jones’ across regions and retail channels.

Luxury collaborations and global retail muscle

Beyond core brand moves, Estée Lauder is using collaborations and travel retail to sustain cultural heat. Luxury title LUXUO listed an Estée Lauder collaboration with legendary designer Diane von Furstenberg among eight standout luxury beauty releases to watch, spotlighting the InCharge Collection.¹⁴ The centerpiece, InCharge Essence d’Eau, is currently available at an exclusive Own Your Journey pop-up in Singapore’s Changi Airport Terminal 1 through April 9, 2026, reinforcing Estée Lauder’s long-standing strategy of treating travel retail as a stage for high-concept launches.

In hair care, Aveda—part of The Estée Lauder Companies portfolio—has launched on the U.S. Amazon Premium Beauty Store, as noted in corporate newsroom communications, broadening the conglomerate’s participation in curated e-commerce environments and suggesting a playbook that could be replicated for color and skin assets over time.¹³

Sales momentum, gifting hooks and the prestige race

Financially, The Estée Lauder Companies signaled renewed confidence in its trajectory. In a January 29, 2026, Business Wire release, the company reported strong fiscal 2026 second-quarter and first-half results across sales, margins and earnings per share and raised its full-year outlook.¹⁵ The performance comes after a volatile period for global prestige beauty and suggests that complexion and skincare innovation, coupled with celebrity-led storytelling, are central to the rebound.

At the retail level, gift-with-purchase calendars remain a key lever. Deal-tracking sites IcanGWP and Clinique-Bonus are already charting out 2026 Estée Lauder gift-with-purchase schedules, citing March and April activations at U.S. department stores like Belk and curated sets themed around firming, bold lips and dramatic eyes.¹⁶¹⁷ Such programs are designed to convert interest from marquee launches—Double Wear’s relaunch and Edgar-Jones’ campaigns—into multi-product baskets.

A multi-front push to define what “modern classic” looks like

Taken together, Estée Lauder’s moves form a multi-front offensive across prestige beauty: a heritage foundation updated for a new generation; a rising film and television star as global face; skincare and lip care launches synced to seasonal needs; and luxury collaborations and gifting strategies that reinforce its status in the crowded premium space.

With Edgar-Jones poised to front campaigns spanning makeup, skin care and fragrance, and Double Wear reintroduced as “the new flawless” in an era of TikTok swatches and HD red carpets, Estée Lauder is positioning itself not just as a legacy house, but as a defining voice in how contemporary consumers see—and stream—the modern makeup classic.

References & Links

Estée Lauder Companies, “Estée Lauder Announces Actress Daisy Edgar-Jones as Newest Global Brand Ambassador,” Jan. 8, 2026. ↩
Amanda May, “Estée Lauder signs British actress Daisy Edgar-Jones as Global Ambassador,” Cosmetics Business, Jan. 9, 2026. ↩
“Estée Lauder Reformulates its Double Wear Foundation,” Beauty Packaging, 2026. ↩ ↩²
“Double Wear Stay-in-Place Longwear Matte Foundation,” EsteeLauder.com, accessed 2026. ↩
@crescentshoppingcentre, Instagram Reel announcing Double Wear launch, 2026. ↩
“EVENT: Estée Lauder Double Wear Foundation launch,” beautydirectory, 2026. ↩
“How the New Estée Lauder Double Wear Foundation Stands Up to…,” Vogue, 2026. ↩
Rachel Klemovitch, “Estée Lauder Debuts Two Skincare Products,” Beauty Packaging, Jan. 16, 2026. ↩
@shoppers_avalon, Instagram Reel on Estée Lauder Companies Spring/Summer 2026 previews, 2026. ↩
“Latest EL News – The Estée Lauder Companies Fully Establishes…,” StockTitan, 2026. ↩
“The Estée Lauder Companies to Participate in the dbAccess Global Consumer Conference” and related releases, elcompanies.com, 2026. ↩
Instagram post on POV Beauty launch with TikTok influencer and Estée Lauder veteran, 2026. ↩
“Lisa Sequino Appointed President, Makeup Brand Cluster, The Estée Lauder Companies” and “AVEDA Launches in the U.S. Amazon Premium Beauty Store,” elcompanies.com newsroom, 2026. ↩ ↩²
“8 Standout Luxury Beauty Releases to Watch,” LUXUO, 2026. ↩
“Delivered Strong Fiscal 2026 Second Quarter and First Half Results…,” The Estée Lauder Companies Inc., Jan. 29, 2026. ↩
“ESTEE LAUDER Gift with Purchase 2026 Schedule,” IcanGWP.com, 2026. ↩
“Estee Lauder Gift with Purchase offers in April 2026,” Clinique-Bonus.com, 2026. ↩