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Beyond the Red Carpet Zendaya’s public profile has also been connected to charitable work and social causes since she was a teenager. In 2012, she became an ambassador for Convoy of Hope and supported relief efforts following Hurricane Sandy. She later helped raise money for the organization’s Women’s Empowerment Initiative and participated in Operation Smile’s benefit events. She has worked with UNICEF, traveled to South Africa with UNAIDS and supported community-based organizations in Soweto. She has also supported education initiatives, including Verizon’s #WeNeedMore campaign and a Google.org project supporting computer science education at a community school in Oakland. Her activism has included anti-racism, voting access and representation. During the 2020 George Floyd protests, she temporarily lent her Instagram platform to Patrisse Cullors to share anti-racism resources. She has also encouraged voter participation and worked with Michelle Obama and When We All Vote. Earlier in her career, she participated in campaigns addressing bullying. This history adds another dimension to her relationship with Prada Beauty. Paradoxe is presented around the idea of complexity, individuality and the coexistence of different sides of a person. Zendaya’s career has been built on precisely that kind of evolution. She has been a dancer, television performer, singer, producer, dramatic actress, blockbuster star, fashion figure and activist without allowing any one identity to define the next. That may be why the partnership feels less like a conventional celebrity endorsement and more like a continuation of a career that has consistently resisted staying in one category. For Zendaya, Paradoxe was already part of that story. She discovered the fragrance as a personal choice, made it her signature and now represents it on a global stage. Sweet Chemistry arrives at a moment when her own career is similarly expansive, with new films, new roles and new creative territory still ahead. Zendaya at the 96th Annual Academy Awards held at the Dolby Theater in Hollywood, USA on March 10, 2024. Photo by PopularImages/DepositPhotos