Paparizou established herself as a teen idol, particularly among young girls. She has endorsed the brands Nokia and Ivi. For the period 2013-2015, she advertised hair colour products for Koleston company in Greece. In the 2010s she tried to move into television as a judge on "Dancing on Ice" (2011) and as a contestant on "Let's Dance" (2012). Since 2016, Paparizou has been a judge at "The Voice of Greece". Paparizou lived with her fiancé and manager Toni Mavridis from 1999 until their separation in 2011.