The beauty arm of Prada has named Hollywood star Zendaya as its new global ambassador for the signature fragrance Prada Paradoxe, marking the beginning of a new phase in one of the luxury brand’s most acclaimed perfume lines.
The 29-year-old actor will headline a new global campaign for the fragrance, directed by Academy Award-winning filmmaker Barry Jenkins. According to Prada Beauty, the collaboration represents a new direction for the Paradoxe line, celebrating individuality, confidence and the many dimensions of modern femininity.
Zendaya’s appointment also makes her and her husband, Tom Holland, one of the industry’s most prominent ambassador couples. Holland has represented Prada Beauty’s men’s fragrance, Prada Paradigme, since 2025, and the duo now jointly reflects the brand’s growing global presence in the luxury fragrance market.
Explaining the decision, Prada Beauty’s Global President Rosa Carriço described Zendaya as someone who perfectly captures the spirit of Paradoxe through her authenticity, confidence and ability to embrace different facets of her personality. The brand believes these qualities align naturally with the fragrance’s message of celebrating complexity rather than fitting into traditional definitions.
The announcement coincides with the launch of Prada Paradoxe Sweet Chemistry Eau de Parfum, the latest addition to the fragrance family. The new scent blends notes of blackcurrant syrup, orange blossom absolute and a creamy neroli milk accord, creating a fruity-floral composition designed to balance sweetness with sophistication.
Sharing her excitement, Zendaya said she has always appreciated how Paradoxe embraces both strength and vulnerability without trying to define a person. She also revealed that the fragrance had been part of her personal collection long before Prada Beauty approached her for the campaign, making the partnership feel especially genuine.
In the last few years Zendaya has turned into one of the most influential actors in Hollywood, managing to combine big-budget film series with projects that have received critical praise. Among her more recent roles have been The Odyssey, The Drama, the latest series of Euphoria, and the newest Spider-Man movie, thus reinforcing her position as one of the entertainment industry’s most desirable stars.