If beauty is in the eye of the beholder, then it appears that a lot of older women are now ready to declare themselves beautiful. And former supermodel Paulina Porizkova, at age 56, is leading the charge.

The trend of older women speaking out against ageist standards of what constitutes “beauty” is not new. But in recent months, especially with the social media posts of Porizkova, the conversation has been taken to a new level. Under the rubric of “normalizing aging,” Porizkova has been challenging her followers to reconsider the power, confidence, and indeed sexiness of older women. And it seems one cosmetic company has taken up the challenge. It was announced just this past week that the cosmetics company Laura Geller has chosen Porizkova to be the new face of their cosmetics brand, under the campaign “Let’s get old together- and look great doing it.” Earlier in 2021, the company declared that they would only hire women over 40 to represent their cosmetics and in the past, the company has worked with actress Fran Dresser for promotional campaigns. Now, with a splashy new video in which Porizkova strides confidently and frankly sexier than the younger women surrounding her, Laura Geller, in collaboration with Paulina Porizkova, hopes to make women believe they can feel beautiful and use cosmetics to enhance their beauty, regardless of age.

The trend is also popping up elsewhere. For instance, Vogue recently featured the beautiful actress Andie McDowell, with gray hair and untouched facial features, as its model to demonstrate how a gorgeous red lip can make anyone feel and look glamorous. And even AARP is getting into the act, with suggested products and tips to help mature women achieve glamorous and accentuated eyes. And if we really want to focus on makeup for older women, you may want to take a look at one of the models for the brand Saie cosmetics. With a commitment to diversity and environmentalism, the company has decided that the founder’s 99-year-old grandmother makes an excellent brand ambassador.

While older women may still struggle to become brand ambassadors on social media for some of the major cosmetic firms, the reality is that times are changing, and older women are proving themselves to be both well-heeled consumers and bold badasses when it comes to looking glamorous. Thank goodness yet another barrier may be coming down.