69-Year-Old Helen Mirren Will Be The New Face Of L'Oréal Paris

It seems like the beauty industry is (finally) starting to embrace natural aging instead of trying to combat it: L'Oréal Paris has named Helen Mirren, 69, its new UK ambassador.

She's joining an exclusive 50-plus fashion club along with the likes of fellow L'Oréal representatives Jane Fonda, 76, Julianne Moore, 53, and Diane Keaton, 68. Other companies –– such as Marc Jacobs with Jessica Lange, 64, and NARS with both Charlotte Rampling, 68, and Tilda Swinton, 53 –– have also followed this trend toward ageless beauty.

As the cosmetics and fashion industries start to catch up with the times, Hollywood seems to be following in their footsteps. On Monday, we reported that Julia Roberts said she's taken a risk in her career by never going under the knife for cosmetic purposes. Though Hollywood has unrealistic appearance expectations (especially in women), Roberts' decision may not have been as risky as she'd thought.

The Guardian has more:

In L'Oréal's press release announcing the hire, the company said it had surveyed almost 9,000 women and found the Oscar-winning star repeatedly ranked top as the woman who appealed most to consumers. Participants described Mirren as "genuine, intelligent and glamorous, with looks that seem only to improve with the passing of time." And this down-to-earth, positive approach to ageing comes across in the 69-year-old's comments about the L'Oréal gig: "I am not gorgeous, I never was, but I was always OK-looking and I'm keen to stay that way." "I hope I can inspire other women towards greater confidence by making the most of their natural good looks. We are all worth it!"

You can view photos from the campaign on The Daily Mailand we're happy to see that she doesn't look airbrushed at all. She looks sassy, sexy, and chic, not despite her age, but because of her age.

What do you think of the direction the fashion and cosmetics industries are going in?

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