Zendaya has been named the new global fragrance ambassador for Prada Paradoxe. The Golden Globe-winning actress will front the next chapter of Prada Beauty’s women’s fragrance franchise, succeeding Emma Watson, who led the campaign when the fragrance first launched in 2022.
According to Rosa Carriço, Global President of Prada Beauty, Zendaya is a “celebration of femininity that defies definition, is constantly evolving, and always authentic.” With a global following spanning film and fashion, particularly among Gen Z, her “radical empathy” and “multidimensional energy” embody the spirit of the Prada woman.
The partnership coincides with the launch of Prada Paradoxe Sweet Chemistry Eau de Parfum. The fruity floral gourmand fragrance opens with blackcurrant syrup before unfolding into orange blossom absolute and a milk accord, finishing with a creamy dry down of neroli and milk.
The campaign also debuts alongside a short film directed by Oscar-winning filmmaker Barry Jenkins. Opening with Zendaya’s words, “Never the same, but always myself,” the campaign explores the fragrance’s theme of duality. Throughout the film, Zendaya moves between contrasting looks, from a black-and-red palette with a leather jacket and blunt bangs to a soft pink shift dress paired with a curly pixie cut, reflecting both the multifaceted nature of the fragrance and her own versatile, signature style.
“I love the way Paradoxe celebrates complexity, conveying strength and vulnerability without trying to pigeonhole or define a person,” Zendaya said in the release. “For me, the fragrances we choose reflect the way we experience the world. Joining the brand felt completely natural, especially as Paradoxe was already one of my favorite fragrances, which I wore long before I was approached.”
In January 2021, Prada signed a long-term license agreement with L'Oréal (replacing Puig) for the creation, development, and distribution of luxury beauty under the Prada brand. Paradoxe was Prada's first fragrance created by L'Oréal in 2022.
Zendaya is no stranger to luxury fashion and prestige beauty campaigns. She has served as an ambassador for Louis Vuitton, Valentino, Bvlgari, and Lancôme, where she became the face of the Idôle fragrance in 2019.
