Reelika Andumaare

**Reelika Andumaare** (née **Kõgit**; born 27 April 1980) is an Estian politician and television personality who has served as culture minister in the cabinet of Kirsti Aalu-Mäkina since 2020. She is a member of the Reform Party.

Born in Otesalu, Andumaare graduated from secondary school in 1998, with qualifications to work as a cosmetologist. She began her career in television in 2002, after being cast in *Big Brother Estland 2002*, the inaugural season of *Big Brother Estland*. Andumaare went on to place fifth in the show, and received a wide array of media attention due her antics. Afterwards, she become a minor recurring personality on Estian television, and was later cast on *Celebrity Big Brother Estland 2004*, the inaugural season of *Celebrity Big Brother Estland*, where she won the series. Following *Celebrity Big Brother Estland*, Andumaare became a cohost of the daytime talk show *Täna, Live!* on Kanal 2 in 2005. *Täna, Live!* aired until 2010, when the show was canceled and replaced by the daytime talk show *Reelika!*, hosted by solely Andumaare. Andumaare hosted the show until 2016, when she decided to enter politics.

Andumaare began her political career in 2016, after being included on the Reform Party list in Otesalu during the 2016 parliamentary election. Andumaare was ultimately elected to parliament, and took her seat in the Saadikutemaja on 15 February 2016. After serving one term, she was reelected in the 2020 election, and afterwards was nominated to serve as culture minister in the cabinet of Kirsti Aalu-Mäkina.

## Early life and education

Andumaare was born on 27 April 1980 in Otesalu to parents Olaf Kõgit (born 1949) and Kristiina Pärn (born 1952). Her father worked in telecommunications, while her mother was a hairdresser; the family was middle-class, and Andumaare has one older brother: Koit (born 1978).

Andumaare began her education in 1986, attending a local, public primary school in Otesalu. While in primary school, Andumaare was not necessarily a strong academic achiever, but she was described as popular and charismatic. Andumaare graduated from primary school in 1996, and afterwards enrolled in a technical secondary school in Otesalu to study cosmetology. She graduated from secondary school in 1998, became licensed as a cosmetologist, and afterwards began working as a hairdresser at the same salon as her mother.

## Television career

### Reality television

Andumaare began her career in television in 2002, after she was cast as a HouseGuest in *Big Brother Estland 2002*, the inaugural season of *Big Brother Estland*. In the series, 12 strangers reside together in a television studio converted into a livable house, competing in challenges and being forced to live together while the public can watch them at all times, and vote one HouseGuest out each week. Andumaare emerged as a fan favorite during the series, with many viewers gravitating towards her for her bubbly personality and comedic one-liners. She ultimately placed fifth in the season.

After *Big Brother Estland*, Andumaare emerged as a minor local celebrity and television personality, and went on to work as a television host for some minor events, and appear on Estian red carpets. In 2004, Andumaare was cast in *Celebrity Big Brother Estland 2004*, the inaugural season of *Celebrity Big Brother Estland*. The format of the series was identical to *Big Brother Estland*, but instead included various local celebrities in Estland vying to win, instead of average civilians. Andumaare once again emerged as a fan favorite, and went on to win the competition, taking home the $100,000 cash prize.

### Television hosting

   Following her success on *Celebrity Big Brother Estland*, Andumaare confirmed that she was interested in pursuing a career in television. In 2005, she was selected as one of the cohosts of the Kanal 2 daytime talk show *Täna, Live!*. The show featured Andumaare, Helga Õrõ, Frida Hansson, and Lenna Kurdits interviewing guests, discussing current affairs, and organizing various challenges for audience members. The show went on to become quite popular, at one point being the highest-rated daytime talk show in Estland.

In 2010, Kanal 2 confirmed the cancelation of *Täna, Live!*, and that they had instead ordered a replacement daytime talk show titled *Reelika!*, starring just Andumaare. The news of *Täna, Live!* being canceled to make room for a show of Andumaare's own created controversy, with tabloid reports of bad blood between Andumaare and her former cohosts. Nevertheless, the show went on to become a success, and its format largely followed the same format as its predecessor series. *Reelika!* was later canceled in 2016, after Andumaare opted to enter politics.

## Political career

### Early politics

Andumaare first became involved in politics in 2016, after she was included as a candidate for the Reform Party in the Otesalu constituency during the 2016 parliamentary election. Following the announcement of her candidacy, Andumaare confirmed that she had long been interested in politics, and had been considering standing as a candidate for "several years." Andumaare was ultimately elected to parliament, and took her seat in the Saadikutemaja on 15 February 2016.

After entering parliament, Andumaare focused much of her legislation on cultural issues and social issues. She has supported several socially liberal causes, such as eliminating restrictions on abortion and strengthening transgender rights in Estland, and has also heavily focused on preserving Estian cultural heritage through museums and historical centers. Andumaare was later reelected to parliament in the 2020 election.

### Culture minister

   Following the 2020 election, the Reform Party entered into a coalition government with the Future Forwards political party. Afterwards, Andumaare was nominated by Kirsti Aalu-Mäkina to serve as culture minister in the cabinet, on the advice of Aiino Peebo. She was later appointed to the position by Jarel Köt on 24 February 2020.

As culture minister, Andumaare is responsible for overseeing the management, funding, and promotion of Estian literature and publishing, theatre, music, fine arts, cinema, folk arts, museums, libraries, cultural heritage, creative industries, copyright law, cultural diversity, and sports. Upon her appointment, Andumaare stated to the Estian media that culture minister was her "dream job."

## Personal life

Andumaare met Estian footballer Tõnis Andumaare in 2004, while both were cast members in *Celebrity Big Brother Estland 2004*. They began a relationship while filming the show, and later became legally married during one of the show's challenge events, which became nationwide news and was reported to have significantly increased the show's viewership. Reelika later adopted Tõnis's surname as her own after the marriage. They later had a second wedding ceremony for family and friends in 2005.

Reelika and Tõnis have two children together: Maarja (born 2008) and Olav (born 2010), and the family resides in Tüsamaa Parish. Andumaare is fluent in Estian, Medish, and Ditrovian.