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Zendaya’s most prominent documented brand partnerships span fashion, beauty, sportswear and beverages. The clearest examples include On’s multi-year partnership, Tommy Hilfiger’s co-designed TommyXZendaya collection and smartwater’s global ambassador campaign. There is no reliable public ranking by endorsement pay: the available figures measure media impact, not Zendaya’s compensation or product sales.
What are Zendaya’s biggest brand endorsements?
“Biggest” here means prominent, well-documented partnerships—not the highest-paid deals. The public sources describe different arrangements, including ambassador roles, a co-designed collection and an ongoing creative and product partnership. They do not disclose comparable contract values.
| Brand | Documented relationship | Timing and scope |
|---|---|---|
| On | Multi-year partnership involving campaigns, movement and wellness storytelling, and selected product collections | Announced June 2024; a new campaign in August 2025 was described as the next chapter of the ongoing partnership |
| Tommy Hilfiger | Global women’s brand ambassador and co-designer of the TommyXZendaya collection | Spring 2019 collection launched at a Paris TOMMYNOW event |
| smartwater | Global brand ambassador and campaign face | Announced June 2022; the campaign was planned for television, audio, social and streaming |
| Lancôme, Bulgari and Valentino | Associations listed on Zendaya’s official biography; Vogue reports the Valentino ambassadorship ran from 2020 to 2023 | The biography does not establish that each relationship remains active |
| Louis Vuitton | Relationship discussed by Vogue in connection with Zendaya’s move into the On partnership | The cited report does not establish precise terms or current status |
On: a multi-year partnership with campaign and product work
On announced its multi-year partnership with Zendaya on June 6, 2024, describing plans for stories about movement and wellness, selected product collections and future campaigns. In August 2025, the brand introduced “Be Every You” as a new campaign and the next chapter of the ongoing partnership. That makes On the clearest recent continuing partnership in the sources cited here, though the announcements do not specify a contract end date or every product involved. On’s 2024 announcement and its 2025 campaign announcement provide the partnership details.
Tommy Hilfiger: an endorsement that became a collection
Tommy Hilfiger identified Zendaya as its global women’s brand ambassador and documented the Spring 2019 TommyXZendaya collection, which she co-designed with Tommy Hilfiger. The collection debuted at a Paris TOMMYNOW event and drew on 1970s style and the 1973 Battle of Versailles. It is a distinct example of a brand relationship extending beyond campaign visibility into design work. Tommy Hilfiger’s collection announcement describes the collaboration.
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smartwater: global ambassador and campaign role
The Coca-Cola Company announced Zendaya as smartwater’s global brand ambassador on June 21, 2022. Its announcement described a campaign spanning television, audio, social and streaming, alongside community water-quality and access work beginning in Oakland. The announcement documents the launch and planned work; it does not establish whether the relationship is still active.
In the brand announcement, Zendaya said, “I’m very excited to begin this new relationship with smartwater,” adding that it was her “go-to source” for hydration. Those remarks were promotional statements made in the announcement, not an independent product evaluation. The Coca-Cola Company’s announcement includes the campaign details and quotations.
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Other fashion and beauty associations
Zendaya’s official biography lists her as the face of Lancôme, Bulgari and Valentino, and records the Tommy X Zendaya collaboration. That biography is evidence of those associations, but it may not reflect every relationship’s current status. Vogue reported in June 2024 that Zendaya’s Valentino ambassadorship ran from 2020 to 2023. The same report discusses Louis Vuitton and her move into the On partnership, but does not establish the exact terms or current status of the Louis Vuitton relationship. Vogue’s report also provides context for the media-impact figures below.
What the reported media-impact figures do—and do not—show
Vogue reported that Zendaya’s appearance at Louis Vuitton’s Spring/Summer 2024 show generated almost 40 percent of the brand’s total media impact value (MIV), totaling $14.5 million, according to Launchmetrics. Vogue also reported that the On campaign generated $3.5 million in MIV in its first 48 hours, according to Launchmetrics. These are reported media-impact measurements: they are not Zendaya’s fees, campaign sales or comparable contract values. They cannot establish which endorsement was financially “biggest.”
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Can Zendaya’s endorsements be ranked by pay?
No definitive pay ranking can be supported by the available public information. The cited sources do not provide a complete list of her endorsement deals or comparable fee disclosures. A media-impact figure can describe the estimated value of visibility under a measurement system, but it does not reveal what a company paid Zendaya or how much a campaign sold.
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