Makeup-Free Pamela Anderson Just Landed a Makeup Brand Campaign
"Makeup is a fun extension of who we are, but it isn’t all we are," Anderson said.


Pamela Anderson's decision to regularly forgo makeup is frequently on my mind. The announcement that she'd become a co-founder of natural skincare brand Sonsie thrilled me: partially because it felt like a natural fit for the actress, and partially because I now know her skincare routine. Now, Anderson has a new beauty campaign to discuss—with a makeup brand, ironically enough.
The 56-year-old took to Instagram to share that she's the new face of Smashbox Cosmetics, promoting the brand's original vegan and cruelty-free primer: Photo Finish. The campaign, dubbed "Isn't It Iconic," celebrates Anderson and the '90s-launched product's impact.
"Makeup is a fun extension of who we are, but it isn’t all we are," Anderson wrote in a post announcing the partnership, noting that while the campaign is a fun "wink to the past," the '90s aesthetic is certainly not her go-to today. "But those were the days… Rock’n roll… bedazzled, shiny everything… silver, black and red… oh my ha," she added.
Makeup-free or makeup-full, Pamela Anderson is Pamela Anderson. Here, she poses with a face of Smashbox Cosmetics (and her signature freckles).
"By bringing together two iconic figures, this collaboration marks Pamela Anderson redefining her self expression through the transformative power of makeup—all on her terms," Smashbox shared in a press release.
Anderson originally met Smashbox founder Davis Factor (who shot the new campaign) at the Roxbury in the '90s, indicating that the partnership has been long time coming.
"I’ve always believed in the transformative magic of makeup and working with icons like Pamela Anderson is a testament to the power of beauty to push boundaries and celebrate individuality. This campaign is a tribute to an era when creativity and innovation shaped the beauty landscape," the founder noted.
A post shared by Pamela Anderson
A photo posted by pamelaanderson on
In her open journal entry on Monday, February 12 (the Love, Pamela author sends a weekly newsletter), Anderson discussed the implications of being a public "face" over the years.
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"I found it bizarre how tabloids would comment at how I was 'aging' badly back then? (When I was 30?)… when, it was just heavy or poorly applied makeup (sometimes at my own hand)… and it was a time when we changed from film to digital photography – I think most women in my boat were slaughtered in the 2000's… it was cruel… and it had an impact," she wrote. "I am prepared now for my body and my face to change… to lose a little energy and elasticity now is normal… as I embrace this chapter… allowing… observing. I'm amused by it."
Whether she's wearing a full face of makeup or sticking solely to her skincare, Anderson is true to herself.
"Freedom is beauty…beauty is freedom," she added. "To be everything we want to be in every stage of life."
Shop Anderson's go-to products below.
Sophia Vilensky is a Freelance Beauty Writer at Marie Claire with a beauty, wellness, and entertainment journalism portfolio that includes contributions to Byrdie, Bravo, Teen Vogue, and Us Weekly. Growing up in a family of beauticians—and through her own personal studies—she developed an in-depth understanding of aesthetics, cosmetic product formulation, and beauty treatment development and has also held roles as a senior copywriter, content strategist, and proofreader for top beauty and wellness brands. Even so, you'd be hard pressed to find her with her hair and makeup actually done. Sophia is based in Minneapolis and is a 2019 graduate of the University of Minnesota, where she majored in English and minored in cinema studies. During her time at the university, she was the Arts & Entertainment Editor for the Minnesota Daily, earning the 2019 Editor of the Year award for her work. She connected deeply with the Twin Cities arts scene, collaborating with leading beauty professionals, designers, and artists. Graduating Summa Cum Laude, her thesis—a close-reading of Vanderpump Rules—was featured on NPR. When not immersed in writing or testing new products, Sophia enjoys watching reality TV, reading, and exploring the newest woo-woo wellness trends. Keep up with her on Instagram @sophiavilensky.
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