Prada Beauty names Zendaya as face of new Paradoxe fragrance

Prada Beauty has named actress Zendaya as the face of its fragrance business to front the launch of Prada Paradoxe Sweet Chemistry. The new fragrance, which arrives September 1, is a fruit-forward addition to the Paradoxe line, featuring notes of blackcurrant syrup, orange blossom absolute, and a creamy neroli milk accord.

The partnership reflects a broader shift in the luxury beauty industry, where brands are moving away from traditional glamour-focused campaigns toward ambassadors who act as cultural storytellers to build emotional connections with consumers. The new scent is designed to be refillable and will be available at Sephora Canada, Holt Renfrew, and online, with prices starting at $175 CAD for 50 mL.