Estée Lauder Companies are steering their flagship brand toward revitalized growth with a two-pronged strategy for 2026, highlighted by the appointment of actress Daisy Edgar-Jones as the new global ambassador and a reimagining of their iconic Double Wear Stay-in-Place Foundation. These initiatives follow on the heels of Nia Long’s recent designation as the North American brand ambassador in 2025 and the introduction of Double Wear’s concealer, marking a dynamic phase in the brand’s evolution.
While the brand faced challenges during the 2025 fiscal year, particularly with declining skincare sales in mainland China and drops in certain fragrance lines, new makeup offerings—especially within the Double Wear franchise—helped to mitigate these downturns. The first quarter of 2026 shows signs of an upward trajectory, with burgeoning sales numbers suggesting a shift in momentum. Justin Boxford, Estée Lauder’s global brand president, notes the significance of attracting both new and loyal consumers, affirming that their sales growth is being seen on a global scale.
In recent financial reports, Estée Lauder’s brand has seen substantial progress, particularly in North America. By the end of September 2025, the brand successfully improved its market share across skincare lines, including Revitalizing Supreme+, Re-Nutriv, and Advanced Night Repair, alongside robust makeup sales in Asia’s travel retail sector. This stability underscores a successful strategy of leveraging brand equity, with Boxford emphasizing the dual focus on skincare and makeup as key drivers for growth.
The ongoing strategy involves a commitment to enhancing the desirability of the brand while ramping up consumer acquisition globally, which includes leveraging signature products and innovative marketing. The launch of the Double Wear concealer became a defining moment, quickly becoming one of the most successful prestige makeup debuts in North America. This highlights a focused effort to solidify the brand’s standing in complexion products while engaging new audiences across diverse markets.
Double Wear remains a cornerstone of Estée Lauder’s offerings, viewed as the leading foundation in multiple regions. With a refreshed take on the iconic foundation, the goal is to resonate with both new generations and existing users, combining the product’s established reputation with modern consumer needs. Boxford emphasizes the importance of blending innovation with a legacy product to attract a broader audience in an evolving market landscape.
Daisy Edgar-Jones is seen as the perfect fit for this initiative, as her appeal aligns with the brand’s heritage of selecting influential ambassadors who capture contemporary trends. Boxford expresses confidence that Edgar-Jones will connect authentically with Gen Z and younger Millennials, thereby revitalizing the brand’s image and expanding its user base. This strategic ambassador pairing aims to not only rejuvenate interest in established products but also to inspire a new wave of consumers to discover the beloved Double Wear collection.