Pamela Anderson and Smashbox Cosmetics Team for New Beauty Campaign: ‘Isn’t It Iconic’

The ’90s revival lives on.

Pamela Anderson — the era’s renowned star — has teamed with Smashbox in a campaign celebrating its Original Photo Finish Primer. Fittingly titled “Isn’t It Iconic,” it’s shot by photographer Davis Factor, cofounder of Smashbox Cosmetics and inventor of the primer.

“Reuniting with Davis Factor for Smashbox’s latest campaign was fun, nostalgic and playful,” Anderson (who was recently named cofounder of skin care brand Sonsie and has been having a makeup-free moment), said in a statement. The two have previously collaborated.

In keeping with Anderson’s ethos (known for her animal activism), the formula is vegan and cruelty-free, made with vitamins A and E. Priced at $42, it’s available at Ulta beauty stores and online, as well as at

“The campaign is a little wink to the past — the ’90s flash that I lived and loved,” Anderson went on. “I’m honored to collaborate with Smashbox to help promote their classic vegan and cruelty-free primer. I have always admired originals — and this OG connection underscores a project rooted in shared stories, mutual respect and authenticity.”

Pamela Anderson for Smashbox Cosmetics.

Pamela Anderson for Smashbox Cosmetics.

Courtesy of Smashbox Cosmetics

Born in the Los Angeles photo studio, it was in 1996 that Factor started the brand, based in Culver City, Calif., and now owned by the Estée Lauder Cos. The primer, makeup’s base coat, was primarily a tool used by professionals on Hollywood sets at the time to help makeup work better and last longer. Smashbox Cosmetics brought it to the masses, attracting a cult-like following. Today it tops the list in prestige primers in the U.S.

“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, taking us back to Smashbox’s roots, where every photo was a celebration of uniqueness and self-expression,” offered Factor.

“Using a cinematic approach, the campaign unveils a faux movie trailer and stylized movie posters featuring Pamela Anderson,” Smashbox Cosmetics said of the imagery. “This creative endeavor encourages self-expression and empowerment — pillars both Pamela and Smashbox stand firm on.…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.”

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