Paula’s Choice Taps Hannah Waddingham for New Campaign Celebrating the Power of Intensity

Paula’s Choice has named Emmy Award-winning actress Hannah Waddingham as the face of its latest campaign, bringing the Ted Lasso star’s famously formidable energy into the world of skincare. Launching alongside the new Pro-Collagen Peptide Plumping Intensive Moisturizer, the campaign is built around a simple proposition: that being intense is something to celebrate rather than tone down. Waddingham takes on the role of a straight-talking “skincare coach”, turning her morning routine into an energetic pep talk about confidence, self-belief and showing up fully.

It is a particularly neat fit for an actress whose best-known roles have frequently combined strength with warmth and humour. Rather than presenting Waddingham simply as the polished face of another beauty campaign, Paula’s Choice has leaned into the characteristics that have made her such a recognisable presence on screen, including her theatrical delivery, comic timing and refusal to make herself smaller.

“I am absolutely delighted to partner with Paula’s Choice to show that intensity can be a truly beautiful thing,” Waddingham says in the campaign.

The appointment also continues a broader shift in how Paula’s Choice has been building its cultural profile. The skincare brand has increasingly looked outside the traditional beauty ambassador model, forging connections with sport, entertainment and personalities associated with performance. Its recent partnerships have included rugby player Ilona Maher, basketball player Azzi Fudd and Seattle Reign, alongside sponsorship activity around FIFA competitions.

"We built Paula’s Choice around people who set their own terms on strength, performance, and success, and that shows up in the faces we proudly support, the organizations we back, the communities we invest in. With this campaign, Hannah carries that spirit: her confidence, her humour, a presence that's unmistakably her own.” comments Faiz Ahmad, Chief Executive Officer at Paula's Choice.

That message is carried through into the creative itself, where the new moisturiser becomes less an aspirational beauty prop and more part of the ritual of getting ready to take on the day. It is a direction that feels increasingly relevant as beauty brands rethink what an ambassador is actually there to do. Rather than asking Waddingham to disappear behind the skincare, Paula’s Choice has done the opposite and made her personality the campaign.

The Hannah Waddingham campaign launches alongside Paula’s Choice Pro-Collagen Peptide Plumping Intensive Moisturizer on 3 September.