Eva Lepik · Narva
Baltic Shoreline Initiative
A regional cleanup spanning 120 kilometres of Estonia's eastern coast, uniting students, councils, and fishing communities.
Our Mission
Beauty with Purpose
Since the programme's founding, contestants have been asked to bring more than a sash — they bring a cause.
"We do not crown the most photogenic.
We crown the most useful."
Every contestant submits a Beauty with Purpose project — a real, measurable contribution to her community. The strongest project becomes part of the national season, championed by the entire organisation and supported beyond the night of the finale.
Featured Projects
From the 2026 season
Marta Tamm · Tartu
Reading Rooms for Rural Schools
Furnishing twenty rural school libraries with curated collections of Estonian and translated literature.
Kristel Mägi · Saaremaa
Hands of Heritage
An apprenticeship programme pairing young women with the island's last living textile masters.
Hanna Saar · Pärnu
The Quiet Hour
A national mental-health awareness campaign reaching universities across the country.
Take Part
Bring your cause to the national stage.
Every application invites a project proposal. We want to know what change you would champion if the country were watching.