Iconic beauty brands have had to evolve in the age of social media, Gen Z consumers, and growing expectations for sustainability. We spoke with Michelle Freyre, Global Brand President of Clinique and Origins at The Estée Lauder Companies, about how she’s modernised these legendary brands while staying true to their dermatological heritage.
Modernising Clinique and Origins
Q: Under your leadership, how have you modernised Clinique and Origins?
Michelle Freyre:
“I’m passionate about leading and building iconic brands, and since joining Clinique, we’ve been on an incredible journey to modernise and evolve the brand. Our focus has been to remain relevant to today’s consumers while staying true to Clinique’s dermatological heritage.
We’ve deepened relationships with the medical community by participating in global dermatology conferences — from the American Academy of Dermatology in San Diego to the World Congress of Dermatology in Singapore. Through behind-the-scenes content on Instagram, TikTok, and LinkedIn, we’ve shared insights from these conferences, creating edu-taining content around skin concerns and the science behind Clinique’s solutions.”
Engaging Gen Z
Q: How are you engaging younger consumers, especially Gen Z?
Michelle Freyre:
“Gen Z looks to social media creators for product education, but misinformation is common. That’s why we launched the Clinique Dermatologist Creator Council in North America — dermatologists active online who create edu-taining content, answer questions, correct misinformation, and provide guidance on relevant content for Clinique channels.
We also keep classic products relevant. For example, Clinique’s Almost Lipstick in Black Honey, originally launched in 1971, became a TikTok sensation. This inspired new launches like Clinique Pop™ Lip + Cheek Oil and High Impact Mascara in Black Honey, allowing fans to create a full Black Honey look.”
Personalising Consumer Experiences
Q: How has your relationship with consumers evolved?
Michelle Freyre:
“Consumers are more educated than ever, with clear expectations about ingredients and products. Clinique now offers Clinical Reality 9.0, a multi-tiered skin diagnostic tool using over 80 data points to provide personalised skincare recommendations. Alongside this, Skin School allows virtual consultations with Clinique experts, helping consumers understand and care for their skin more effectively.”
Supporting Future Leaders
Q: How do you support women’s leadership within the company?
Michelle Freyre:
“I’ve been fortunate to have great mentors and want to provide the same support to others. The Open Doors Women’s Leadership Program develops high-potential women at mid-career stages, building critical skills for success and fostering community. It’s a way to empower women to thrive in their careers and beyond.”
Inclusivity, Empathy, and Sustainability
Q: How have you adapted the brands to meet Gen Z and socially conscious expectations?
Michelle Freyre:
“Authenticity is essential. Inclusive teams with diverse perspectives allow brands to connect genuinely with consumers. Empathy drives us to understand cultural and sociological forces affecting our audience and reflect that understanding across content.
Sustainability is also crucial. Clinique’s All About Clean cleansers now use plant-derived or post-consumer recycled materials. By 2025:
- 100% of secondary packaging will be FSC certified
- 75% of packaging will be recyclable, refillable, reusable, recycled, or recoverable
- Post-consumer recycled material will make up 25% or more of our packaging”
Michelle’s Advice to Women
Q: One message to inspire women globally?
Michelle Freyre recalls a quote from Eleanor Roosevelt:
“Do one thing every day that scares you.”
Keep learning, take risks, explore, and always be your authentic self.
