We’re always all ears for a Cindy Crawford beauty secret, and her latest one comes with a new partnership.
As announced today, the supermodel and entrepreneur is teaming up with Upneeq (oxymetazoline hydrochloride ophthalmic solution, 0.1%), the first and only FDA-approved prescription eye drop for acquired ptosis, or low-lying eyelids. Used once daily, it’s clinically proven to temporarily lift the upper eyelids, making eyes appear more open and awake in minutes. The results last up to eight hours, with zero downtime and no surgery required.
Crawford isn’t just the face of the campaign; she’s also a longtime user. “Connection has always been about presence and confidence for me, and so much of that is communicated through the eyes,” she says. “Upneeq allows me to continue to show up fully, just as I have throughout my career.”
“This partnership represents a powerful convergence, bringing together a true cultural icon like Cindy Crawford with Upneeq, a category-defining innovator in eye care,” says Upneeq CEO Lori Deo. “This campaign celebrates presence and connection in everyday moments, and Cindy has built a legacy of meaningful connection across generations. We’re thrilled to bring this defining partnership to life.”
The campaign nods to Crawford’s iconic career while celebrating women of all ages, with creators, makeup artists and real Upneeq users sharing their own stories about confidence and presence.
For anyone who has noticed their eyelids feeling heavier or their eyes looking more tired than they feel, prescription-only Upneeq offers a compelling nonsurgical option, and it’s one that doctors have backed since its FDA approval in 2020. As Boca Raton, FL oculoplastic surgeon Steven Fagien, MD, told us, the use of eyedrops to open up the eyes has been a trusted practice for years.
“It has been known for years that certain topical ‘eyedrop’ chemicals cause a constriction of an accessory muscle of the upper eyelid that ‘opens the eye’ or lifts the upper eyelid,” he explains. “Think of it like Afrin Nasal Spray, which works in the nose by a similar effect of vasoconstriction. The thought is that an eye formulation with the same compound, with a reduction in concentration to maximize effects while reducing side effects, will last several hours in most patients.”
