103 years of Estonian pageantry
From the first Miss Estonia in 1923 to today's international stage — a legacy of beauty, culture, and purpose.
A bearer of culture, not only beauty
Miss World Estonia and Eesti Missid MTÜ are organisations with more than 30 years of experience in organising beauty pageants, licensing international competitions and carrying out special projects in Estonia and abroad. Our work covers the entire process — from initial planning to the final detail — ensuring high-level, professionally executed events.
In 2026, Estonia celebrates 103 years since its first beauty pageant. On 27 April 1923, Sinaida Tamm was chosen as the first Miss Estonia. Throughout the decades, Estonian beauty pageants have highlighted the beauty, culture and values of Estonian women, giving them the opportunity to represent Estonia at the world's largest competitions.
A Miss has never been merely a symbol of beauty, but also a bearer of culture — introducing our national traditions, folk costumes, folk dance and Estonian tourism to the world. Today, charity and social contribution play an equally important role: through Miss World Estonia projects we support people with special needs, encourage compassion and take part in joint initiatives, including maritime-themed projects.
Our mission is to promote the culture of beauty pageants, high-level entertainment, educational tourism and a healthy lifestyle in Northern Europe, offering young women opportunities for personal development and international self-realisation.
A century, told season by season
- 1923
The first Miss Estonia
On 27 April 1923, Sinaida Tamm was chosen as the first Miss Estonia, marking the beginning of more than a century of Estonian beauty pageants.
- 2021
The Miss World licence returns
After a 14-year pause, Estonia regained the Miss World licence. The Nordic Beauty Pageantry organisation and its founder Leo-Sergei Täht partnered with Viking Beauty Secrets — the certified organic skincare brand founded by former miss Eha Urbsalu — to restore and develop Estonian pageantry. Karolin Kippasto, a psychology student at the University of Tartu, was crowned Miss World Estonia and represented Estonia at the international Miss World final in Puerto Rico.
Karolin Kippasto — Miss World 2021 Final, Puerto Rico - 2022
Adriana Mass takes the crown
The Miss World Estonia 2022 final was held in the ballroom of the Hilton Hotel in Tallinn. Adriana Mass — a 21-year-old violinist and rehabilitation student at the University of Tartu — won the title. The evening was hosted by Eha Urbsalu and Mart Sander, and received wide coverage from TV3, Kroonika, Õhtuleht and Nelli Teataja.
Adriana Mass — Miss World Estonia 2022 - 2023
A year of charity and a new organisation
Charity took centre stage as Estonian representatives joined initiatives inspiring young people to give back. In March, Leo-Sergei Täht and Eha Urbsalu founded the non-profit Eesti Missid MTÜ to develop Estonian pageantry, support charity projects and help representatives compete internationally. On 25 August, a charity gala celebrating 100 years of Estonian pageantry was held at Kadriorg Palace, where Eliise Randmaa was crowned Miss World Estonia 2023.
Charity gala finalists — Kadriorg Palace, 25 August 2023 - 2024
Top 14 at the Miss World final
Adriana Mass represented Estonia at the 71st Miss World final at the Jio World Convention Centre in Mumbai, India, achieving a Top 14 placement in the talent round. The summer brought additional events: the Tallinn miss candidates presentation and Siret Design fashion round at the Seaplane Harbour, a Harley-Davidson H.O.G Estonia ride and photo shoot, and the Estonian Summer Model and Miss Baltic Sea Estonia 2024 final at Tallink Spa & Conference Hotel.
71st Miss World Final — Jio World Convention Centre, Mumbai - 2025
First place at the Miss World Sports Challenge
Reigning Miss World Estonia Eliise Randmaa took 1st place in the Sports Challenge at the 72nd Miss World Festival — a software developer, European cheerleading champion and experienced model whose titles include Estonian Beauty Queen 2020, Top Model of the World Estonia 2022, Miss World Estonia 2023 and Queen of Europe 2023.
Eliise Randmaa — 1st place, Sports Challenge, 72nd Miss World Festival - 2026
Miss World 75th Anniversary Edition in Vietnam
Miss World 75th Anniversary Edition: The World Dance Showcase and Final Performance will be held in Ho Chi Minh City. The incredible journey through Vietnam for the contestants of the 75th anniversary edition of the Miss World Festival culminates in dynamic Ho Chi Minh City, where culture, diversity and purpose are vibrantly celebrated during the final week of activities. In constant motion, Ho Chi Minh City is the economic center of Vietnam and the heart of its southern region. This charming city is characterized by a striking contrast between past and present, combining historic landmarks with modern skyscrapers, reflecting a country that is constantly evolving while respecting its rich history. Its fast pace, bustling streets and vibrant energy make it one of the most exciting urban areas in Southeast Asia. The final week of the festival will feature the much-anticipated World Dances — Miss World's one-of-a-kind performance of music, dance and spectacular costumes celebrating the cultural diversity and heritage of our 130 national champions. The event will take place on August 30. The grand finale of the festival, the Miss World 2026 final and global broadcast live from Ho Chi Minh City on September 5, including our 75th anniversary celebration, is a spectacle not to be missed. Estonia will be represented in Vietnam by Henel Vare — Miss World Estonia 2025. National Director: Leo-Sergei Täht. Sponsor: @hashtaginfuenser. Beauty Sponsor: Viking Beauty Secrets. Media sponsor: Nordic Beauty Pageants Organization.
Henel Vare — Miss World Estonia 2025, representing Estonia in Vietnam
Significant and successful years
- 2021Miss World Estonia title restored after a 14-year pause
- 2021Karolin Kippasto crowned Miss World Estonia
- 2022Adriana Mass wins the Miss World Estonia title
- 2023Eliise Randmaa crowned Miss World Estonia
- 2024Top 14 placement in the talent round at the Miss World final
- 2025Eliise Randmaa — 1st place, Sports Challenge, 72nd Miss World Festival
Estonia on the world stage
Miss World Estonia partners with several prestigious international competitions, sending Estonian finalists to represent our country worldwide.
Every queen, remembered.
The Miss World Estonia archive holds photographs, programmes, and written accounts from every season. It is open by appointment to researchers, students, and former contestants.