Joan Smalls net worth stands at approximately $26 million as of 2024. The Puerto Rican supermodel earned her fortune through runway shows, campaigns with luxury brands like Estée Lauder and Givenchy, and business ventures including lingerie and swimwear lines.
From Hatillo to High Fashion
Joan Smalls walked away from her psychology degree to chase a dream that seemed impossible. Born in Hatillo, Puerto Rico, she moved to Queens in 2007 with nothing but determination and a contract with Elite Model Management. Today, she stands as one of the wealthiest models in the world.
The journey from small-town girl to fashion powerhouse didn’t happen overnight. Smalls faced rejection, criticism, and doubt. But she also broke barriers that changed the industry forever.
This article covers Joan Smalls net worth, her career milestones, income sources, business ventures, and the financial decisions that built her $26 million empire.
Current Net Worth and Earnings
Joan Smalls net worth sits at $26 million in 2024, according to multiple financial sources. This figure places her among the top 30 wealthiest models globally.
Her annual earnings peaked at $8.5 million in 2018, when she tied for eighth place on Forbes’ highest-paid models list alongside Bella Hadid. That year marked her return to the prestigious ranking after a brief absence.
The breakdown of her income tells the real story:
- Runway shows and fashion week appearances
- Brand endorsements and campaigns
- Magazine covers and editorials
- Business ventures and product lines
- Television appearances and media projects
Her wealth didn’t come from a single source. Smalls built her fortune through multiple streams, each contributing to her financial stability and growth.
The Breakthrough That Changed Everything
2010 became the turning point. Riccardo Tisci cast Smalls as the exclusive model for Givenchy’s Spring couture show. This single decision transformed her from unknown face to coveted runway star.
The fashion world took notice immediately. Within months, she walked for Jean Paul Gaultier, Dior, and Yves Saint Laurent. Her calendar filled with bookings from every major designer.
That same year, she signed with Victoria’s Secret. She appeared in their annual fashion shows from 2011 through 2016, then returned in 2024 and 2025. The lingerie giant’s platform exposed her to millions of viewers worldwide.
Historic Estée Lauder Partnership
In 2011, Smalls made history. She became the first Latina model to represent Estée Lauder as a global spokesperson. The cosmetics giant saw something special in her versatility and appeal.
Richard Ferretti, Estée Lauder’s global creative director, said the word supermodel gets overused, but if any woman of this generation deserves the title, it’s Joan. She can transform from girl-next-door to superchic and tough-strong.
This contract remains one of her most valuable assets. In 2015, she partnered with Estée Lauder to create 12 new matte lipsticks, providing creative input on every shade. The collection became a permanent addition to their line.
The partnership continues today, more than a decade later. This longevity demonstrates her lasting value to the brand.
Top Three Career Achievements
Forbes Recognition
In 2013, Smalls entered Forbes’ “World’s Highest-Paid Models” list for the first time. She ranked eighth with earnings over $3.5 million. Her appearances on this list became regular, with her 2018 earnings of $8.5 million marking her peak year.
Models.com Number One Ranking
September 2012 brought another milestone. Models.com ranked her as the number one model in the world. She held this top position until August 2014, when the site named her one of the “New Supers.” This ranking reflected her dominance on runways and in campaigns.
Elle Magazine Cover
January 2014 saw Smalls grace the cover of American Elle in the “Return of the Supermodel” issue. The magazine featured her in a major article celebrating her impact on fashion. This recognition cemented her status as a true supermodel, not just a working model.
Income Sources Beyond the Runway
| Income Source | Description | Impact on Net Worth |
|---|---|---|
| Runway Shows | Major fashion weeks in New York, Paris, Milan, London | High – consistent annual income |
| Brand Campaigns | Gucci, Chanel, Prada, Givenchy, Mercedes-Benz | Very High – millions per campaign |
| Magazine Covers | Vogue, Harper’s Bazaar, Elle across 40+ international editions | Medium – builds brand value |
| Victoria’s Secret | Annual fashion shows and campaigns | High – massive exposure |
| Business Ventures | Smart & Sexy lingerie and swimwear line at Walmart | Growing – passive income stream |
| Television | House of Style co-host, various appearances | Medium – supplementary income |
Smalls walked for virtually every major designer. Her runway clients include Chanel, Prada, Gucci, Marc Jacobs, Tom Ford, Louis Vuitton, Versace, Balenciaga, Hermès, Fendi, Dior, and Valentino.
She appeared in campaigns for these same luxury brands. Each campaign pays models anywhere from hundreds of thousands to millions of dollars, depending on usage rights and exclusivity clauses.
Business Ventures and Investments
Joan Smalls x True Religion (2015)
Smalls designed a complete denim collection for True Religion. Photographer Steven Klein shot the campaign. This collaboration marked her first major design project, showing she could create products beyond modeling them.
Smart & Sexy Partnership (2017)
She partnered with the Smart & Sexy brand to launch lingerie and swimwear lines sold exclusively at Walmart. This strategic move brought designer-quality pieces to affordable price points. The collection continues selling today, providing ongoing royalties.
SmartBuyGlasses Collaboration
Smalls created a sunglasses collection with SmartBuyGlasses. The line features trendsetting styles that reflect her personal aesthetic. These collaborations demonstrate her business acumen beyond traditional modeling work.
Magazine Domination and Global Recognition
Smalls appeared on more than 100 magazine covers. Her international reach spans 11 editions of Vogue alone:
- Italian, American, Australian, Japanese, Turkish Vogue
- Brazilian, Mexican, Latin American, Korean, Russian Vogue
- Spanish and German Vogue
She graced covers of Harper’s Bazaar in 40+ international editions. Other major covers include Elle, GQ, W, Numéro, i-D, Dazed & Confused, Porter, and CR Fashion Book.
Each cover appearance increases her visibility and negotiating power. Brands pay premium rates for models with this level of recognition.
Cultural Impact and Industry Firsts
Smalls broke barriers throughout her career. As the first Latina Estée Lauder global spokesperson, she opened doors for models of color. The fashion industry historically favored white models, making her achievement particularly significant.
Kanye West mentioned her in his song “Christian Dior Denim Flow” alongside Kate Moss, Coco Rocha, Alessandra Ambrosio, and Anja Rubik. This crossover into popular culture expanded her influence beyond fashion.
She appeared in music videos for Ricky Martin’s “It’s Alright” and Beyoncé’s “Yoncé.” These appearances introduced her to audiences who might never read fashion magazines.
In 2017, W Hotels Worldwide appointed her as their first-ever Global Fashion Innovator. This role extended her brand into hospitality and travel sectors.
Charitable Work and Giving Back
Success brought responsibility. Smalls used her first modeling paycheck to buy her father a car. This gesture reflected her deep family values and gratitude.
She supports Project Sunshine, helping children with medical needs. The organization provides free educational, recreational, and social programs to children facing medical challenges.
Smalls participated in the “Jeans for Refugees” campaign by artist Johny Dar. All proceeds went to the International Rescue Committee. She also works with The Garden of Dreams Foundation, which helps children facing obstacles.
Her activism extends to industry issues. In 2020, she partnered with Color Of Change, the Black in Fashion Council, and IMG to launch #ChangeFashion. This initiative provides a roadmap to tackle racism and discrimination in fashion.
Personal Life and Background
Born Joan Smalls Rodriguez on July 11, 1988, she grew up with two sisters in Hatillo. Her father Eric Smalls works as an accountant and has West Indian heritage with African and Irish roots from Saint Thomas. Her mother Betzaida Rodriguez is a social worker with Puerto Rican, Spanish, and Taíno ancestry.
Smalls graduated magna cum laude from the Interamerican University of Puerto Rico with a psychology degree. She stands 5’10” tall, the perfect height for runway modeling.
She dated entrepreneur Bernard Smith, founder of Modellounge, starting around 2011. Their relationship lasted several years, though current relationship status remains private.
The Model’s Financial Philosophy
Smalls demonstrated financial wisdom early. Buying her father a car with her first earnings showed she understood the importance of family support in her success.
Her business ventures reveal smart thinking about income diversification. Rather than relying solely on modeling contracts that end with age, she built brands and products that generate ongoing revenue.
The Walmart partnership particularly shows strategic vision. While some might consider mass retail beneath a high-fashion model, Smalls recognized the opportunity to reach millions of customers and build lasting wealth.
Comparing Joan Smalls to Other Top Models
Her $26 million net worth places her solidly among fashion’s elite. For context:
- Kendall Jenner earned $22.5 million in 2018 alone
- Gisele Bündchen’s career earnings topped $400 million
- Karlie Kloss earned $13 million in 2018
- Bella Hadid tied with Smalls at $8.5 million in 2018
Smalls competes at the highest levels despite lacking the social media following of Jenner or Hadid. Her success comes from traditional modeling excellence and smart business decisions.
Challenges and Setbacks
The path to $26 million wasn’t smooth. Smalls spoke openly about discrimination. During a 2016 Business of Fashion panel, she revealed how brands dropped her from hair campaigns at the last minute, saying they were afraid to try something new. By new, they meant shooting a Black girl.
These experiences shaped her activism. She uses her platform to demand change rather than quietly accepting the status quo.
The modeling industry’s preference for younger faces also presents challenges. Smalls maintains relevance at 36 through reinvention and diversification beyond pure runway work.
Future Earning Potential
Joan Smalls net worth will likely grow through several channels:
Her Estée Lauder partnership shows no signs of ending. Long-term brand relationships provide stable income as modeling opportunities naturally decrease with age.
Her business ventures continue expanding. The Smart & Sexy line could grow into additional categories. Her sunglasses collection could expand to other accessories.
Television and media present opportunities. Her House of Style hosting experience could lead to more broadcast work.
Social media influence grows valuable. While not an influencer in the traditional sense, her 2.9 million Instagram followers represent marketing power brands will pay for.
Frequently Asked Questions
How much does Joan Smalls make per year?
Her annual income varies significantly. She earned $8.5 million in 2018, her peak year, but typical years range from $3 million to $6 million depending on campaigns and runway bookings.
What brands does Joan Smalls work with?
Major clients include Estée Lauder, Chanel, Gucci, Prada, Givenchy, Victoria’s Secret, Louis Vuitton, and Mercedes-Benz. She also has her Smart & Sexy line at Walmart.
Is Joan Smalls still modeling in 2024?
Yes, she continues active modeling work. She walked in the 2024 and 2025 Victoria’s Secret Fashion Shows and maintains regular editorial and campaign bookings.
How tall is Joan Smalls?
She stands 5 feet 10 inches tall, considered ideal height for runway modeling. This height helped her succeed in high fashion.
What makes Joan Smalls historically significant?
She became the first Latina model to represent Estée Lauder globally in 2011. She also ranked number one on Models.com in 2012 and appeared on Forbes’ highest-paid list multiple times.
The Legacy of a Supermodel
Joan Smalls built more than wealth. She created opportunities for models who don’t fit traditional beauty standards. She proved Latina models deserve equal recognition and compensation.
Her $26 million fortune reflects years of hard work, smart decisions, and unwavering commitment to excellence. From Hatillo to haute couture, she transformed herself into a global brand.
The fashion industry will remember her not just for walking runways but for opening doors. Her financial success demonstrates what’s possible when talent meets determination and business savvy meets artistic vision.
Joan Smalls net worth tells a story bigger than money. It’s a story about breaking barriers, building empires, and proving that supermodels can come from anywhere—even a small town in Puerto Rico.
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