Amanda Gorman and Estée Lauder have just entered into a three-year partnership.
The 23-year-old poet was announced Thursday as the brand’s new Global Changemaker— a first for the beauty conglomerate who typically works with celebrities in an ambassadorship capacity. Over the next three years, Amanda will represent the brand in campaigns and at speaking events, while also working with the company on their newly-founded philanthropic initiative, Writing Change, which will provide grants to promote literacy in girls and women around the world. Estée Lauder has contributed $3 million to the initiative on top of Amanda’s salary.
This appears to be a strategic move from Estée Lauder in an effort to tap Gen Z— whose purchasing decisions are heavily influenced by a brand’s ethics and where they stand on social issues.
“I am so proud to announce my partnership with one of the most iconic beauty brands in the world, @esteelauder to bring a new voice to beauty as their first-ever Global Changemaker,” the Harvard grad wrote on Instagram. “Together we will advance equality and social impact through supporting literacy globally. I can’t wait for us to get started!”
The news comes just months after Amanda told Vogue that she had turned down over $17 million in sponsorship offers since performing her poetry at U.S. President Joe Biden’s inauguration in January 2021.
“I didn’t really look at the details because if you see something and it says a million dollars, you’re going to rationalize why that makes sense,” she told the publication after turning down a big deal. “I have to be conscious of taking commissions that speak to me.”
Amanda Gorman is set to appear in Estée Lauder’s campaigns debuting Spring 2022.