Pamela Anderson’s Makeup-Free Paris Fashion Week Romp: A Bold Statement For Beauty Industry Change Or Just A Blip?

In A “Get Ready With Me” video for the publication Vogue France capturing Pamela Anderson before she attended the Vivienne Westwood show on Sept. 30 during Paris Fashion Week, the actress and model explains her decision to forgo makeup for the event is both very personal and very public. She characterizes herself as a “little rebellious” and simply “not into the makeup look right now.” She says, “I don’t want to compete with the clothes. I’m not trying to be the prettiest girl in the room.”

Anderson goes on to place her decision in the context of beauty standards and her station as a celebrity. “You kind of have to challenge beauty sometimes. You know, if we all chase youth or we’re chasing our idea of what beauty is in fashion magazines and everything, we’re only going to be disappointed or maybe a little bit sad,” she says in the video, adding, “I also feel as a woman and as a woman of my age and a woman in the public eye, I just kind of think it’s also your job to be model of everything, just all sorts of choices.”

For our ongoing series posing questions relevant to indie beauty, we wanted to dig a bit deeper into the impact of Anderson’s makeup-free moment. We asked 15 beauty entrepreneurs and executives the following questions: What do you think 56-year-old Anderson’s decision not to wear makeup to Paris Fashion Week says about and means for the beauty industry? How do you see the business of makeup for mature women evolving to meet the needs of contemporary customers for it?

Aila Morin SVP of Brand, Growth and Innovation, Merit

Most brands and products today are created for and marketed towards gen Z and alpha. We hear this all the time from our community, which skews older than most of our peers. We have the same percentage of site visitors who are over 55 as those 25 and under. They struggle to find products that are easy to use, perform well on their skin type and are safe for their skin.

At Merit, we focus on the needs and preferences of millennials, gen X and above in everything from our product development to our marketing and creative. These consumers are an underserved demographic in the beauty industry, which is perhaps surprising because they're more brand loyal and have more disposable income than their younger counterparts —and yet they're rarely prioritized by brands.

Pamela Anderson demonstrated that looking like yourself is elegant at any age, not just your 20s. Beauty messaging as we age tends to push us towards using more products, but we've found that most people want to wear less makeup as they mature, rather than more.

The reaction to her decision is perhaps what's most interesting. It's the same glowing skin and dewy lips that's incredibly popular, but illustrates that the less-is-more approach is for anyone at any age. To simplify your routine, prioritize comfort, and embrace your natural features transcends generations.

In the fashion space, we're seeing more age inclusivity in the runway—Shalom Harlow at Schiaparelli, Delfine Bafort at Proenza Schouler, Angela Bassett at Mugler—but beauty has been slower to adapt. The hyperfocus on trends, which are dictated by apps like TikTok, could be to blame, or it could be that making products that are flattering and non-irritating for a range of skin types and needs is simply harder. Either way, the business will need to go slower, invest more in R&D and, most importantly, actually listen to a wider group of customers if they want to earn their business.

Sidi Drissi Brand President, BareMinerals and Buxom

What struck me the most while watching Pamela’s “Get Ready With Me” video for Vogue France was her admission that she didn’t come to Paris Fashion Week and think she simply wasn’t going to wear makeup. She made an impromptu decision, one she said was freeing and, ultimately, that’s what beauty should be. It should be freeing, whether you’re fully made up or your skin is absolutely bare or in Pamela’s case a hint of mascara and homemade rose oil.

Admittedly, the conversation around Pamela—or any woman—not wearing makeup says more about beauty then it does about them and, overall, the ideals we have around what it means to be beautiful at any age. And, at BareMinerals, we know there’s a better way to feel beautiful, whatever you choose, bare face or not. That’s what our brand was founded on, the belief that makeup should do more than cover imperfections. Makeup should do good for your skin and use the purest and fewest ingredients to protect and improve your skin everyday so that your skin looks better bare. Beauty truly does come from within.

Within the U.S., gen X women hold a beauty spending power of $15 trillion, outspending all generations, even gen Z and millennials. However, fewer than 5% of marketing targets gen X. The irony is that gen Z is wielding their beauty spending power on the classic makeup made iconic by gen X. While they aren’t being marketed to, they’re influencing the beauty spending of those for which the industry is over indexing on. That’s why, for the debut of our Original Pure Serum foundation, we worked with @californiaistoocasual on the meaning of true beauty: “It’s something that’s totally about your self-expression. How you want to show up in the world.”

And, for Pamela, how she wants to show up right now is with a bare face. As she stated in her video with, “I’m not into the makeup look right now.” That’s why it’s important for BareMinerals, especially as we see gen X as pivotal to our growth as well as other brands to invest in mature skin-approved formulas that reflect hybrid formats, for example, dewy and hydrating textures, while also heroing nourishing skincare ingredients. Like Pamela said, we must challenge beauty. Ultimately, that will start when Pamela’s act of rebellion is no longer seen as one.

Jamie Greenberg Founder and Celebrity Makeup Artist, Jamie Makeup

I think it’s awesome. Obviously, I love makeup. It’s a creative outlet that allows people to express themselves and feel their best. That said, I always say that there are no rules in makeup, and I could extend that to no rules in beauty.

We all feel pressure to fit into a beauty standard, especially as we get older, but it should be way more acceptable to stray from that standard. Whether your makeup style is a full face or nothing at all, you should feel free to make that choice. No matter the trend of the season and no matter your age, you should do you, boo!

I love that beauty icon Pamela Anderson decided to rock her natural look, and I hope it inspires others to make the choice that works for them without giving into the pressure of what they think they have to do.

I think skincare has already started to make its way into makeup, especially makeup that’s great for mature women. As we get older, our skin needs a little more help, and brands are definitely becoming cleaner and more health-oriented rather than just about aesthetics.

I also think that influencer marketing has a huge impact. We’re seeing more “real” people share their honest experiences with products, and I think brands will continue to highlight more and more relatable people in their advertising. Hopefully that means models of all ages, skin tones, abilities and skin types.

Laura Geller Founder, Laura Geller Beauty

I think it’s a great thing. At Laura Geller Beauty, we’re all about embracing age, and we were so happy to see Pamela without makeup showing her natural beauty at Paris Fashion Week. The more variety of imagery that’s out there—fully glammed faces, natural makeup faces, and makeup-free faces—the more relatable and empowering it is for society.

We’ve seen so much progress in the last five years with more and more brands speaking directly to mature women, whether that be with their imagery or messaging or even creating products specifically for women of a certain age.

We at Laura Geller Beauty are super conscious of mature skin. I test a lot of the products on my own skin to make sure they feel hydrating as skin tends to get drier as we age and that they work on aged skin that has wrinkles, age spots, fine lines, etc. We also focus on mature skin at the ingredient level with ingredients like hyaluronic acid, caffeine, vitamin E and ginseng root that nourish older faces.

Kayla Jo Makeup Artist, Boom! By Cindy Joseph

When it comes to mature skin and makeup, I believe that less is more. More and more we are seeing the focus shift to highlighting what women love about themselves and less about camouflaging what they don't.

I think more makeup companies are going to start branching into the skincare space to appeal to those who want multi-use products for their skin and for those who want to wear little to no makeup. As a 51-year-old woman myself, I prefer light makeup that highlights who I am (flaws and all), and I am rarely interested in applying heavy makeup.

As many of us are aware, there’s a lot of pressure and focus particularly on women to look a certain way that places a lot of importance on appearance. Pamela Anderson choosing to opt out of wearing makeup altogether during Paris Fashion Week means people are thinking more for themselves than ever before when it comes to beauty.

Overall, I’m seeing more brands serving a wider age range of customers and celebrating mature women in their branding and advertising. The less-is-more approach is inclusive of all ages, but especially suits mature skin and needs.

Margarita Arriagada Founder, Valdé

I applaud Pamela Anderson stepping out at Paris Fashion Week with no makeup. These are the moments we have been waiting to happen in beauty, not unlike women embracing going grey with their hair or embracing aging as an example.

What I hope it means for the beauty industry is to see the long overdue breakdown of traditional beauty standards that are far from real and place too much pressure on individuals to use beauty to cover up.

There will always be a need for makeup and all beauty products, but the narrative is shifting to using beauty for reasons that make you feel good without the pressure of having to hide behind it.

Patricia Gallardo Co-Founder, EpicLight Beauty

Pamela’s decision not to wear makeup to Paris Fashion Week is basically taking a stand against how older women are perceived in the beauty industry. Aging is a privilege and should be celebrated.

Women are more confident, self-assured and embracing how they look instead of disappearing in the background. What this means for the beauty industry is recognizing the no-makeup movement is here to stay. There is an entire generation of women over 40 who would like to see themselves represented in beauty campaigns and have beauty products that cater to their skin types and needs.

The evolution of the makeup industry for mature women is marked by a shift in focus from concealing imperfections to embracing natural features. Traditionally, makeup was often used to hide lines, dips and spots that come with aging. However, there's a growing trend towards celebrating the unique characteristics of mature skin.

Makeup brands and artists are now promoting products and techniques that enhance natural beauty, working with the natural texture of the skin instead of trying to mask it. This approach emphasizes the importance of skincare, ensuring the skin is well-nourished and prepared before applying makeup. Additionally, makeup products designed specifically for mature skin such as hydrating foundations and lightweight concealers have become more widely available.

Moreover, the beauty industry is becoming more inclusive by featuring diverse models of different ages, ethnicities and body types. This shift towards embracing natural features promotes a positive and realistic image of aging, empowering mature women to feel confident in their skin. It also encourages a more holistic approach to beauty, focusing on self-care, confidence and embracing one's individuality rather than conforming to conventional standards.

Overall, this evolution represents a broader cultural shift towards accepting and appreciating the natural aging process, encouraging women to feel beautiful and confident at any age.

Elena Frankel Co-Founder, Flyte.70

For a celebrity to go bare faced on the red carpet is far from the norm and liberating to see, but the day society stops analyzing women’s individual choices will be a good day. It shouldn’t be about no makeup versus makeup or gray hair versus colored hair.

Women should be able to choose whatever and however they want to dress or look without it even being an issue. This would have been a great opportunity to have highlighted her amazing contributions to animal advocacy instead of commenting on her looks.

There is definitely more movement in terms of representation, and we hope it’s genuine and not just brands being more age inclusive because they “have to be” or because it feels on trend. The bigger question is whether it will continue to be just the token mature model in an ad campaign or will brands embrace even more faces of mature beauty.

But, also, it’s OK for some brands to remain niche. Gen Z and now alphas have their own concerns when it comes to skin, and there are plenty of brands that exist which cater to them. The same holds true for those of us going through the natural aging process. Our concerns are different from those who are 16, 20 or even 30.

Women should be able to rock whatever makeup style they want to regardless of age. In the end, it comes down to how formulas and finishes lay on textured skin. If you can get those to work, then the sky is the limit in terms of self-expression. It’s what we like to say at Flyte.70, “We’re just aging differently now.” Try putting gen X in a box. It’s not going to happen!

Victoria Payne CEO, Urban Skin Rx

In recent times we have seen beauty trends slowly but surely lean toward a more natural aesthetic. Gen Z has a lot to do with this notion, having a “come-as-you-are” approach and enhancing what you already have when it comes to beauty. It’s now even becoming trendy, as you will regularly see “clean girl” makeup aesthetics and “no-makeup” makeup routines on social media.

Whether you are a celebrity or not, there has been a shift where people are feeling more free to wear as much or as little makeup as they want. Having a fresh face is becoming more accepted as we are transitioning from a time where a full heavy glam was the standard. This will have a positive impact by forcing the beauty industry to shift from "fixing and hiding flaws'' to embracing them and highlighting what you love about yourself.

Although the beauty industry is learning to embrace natural beauty, the fact that Pamela’s decision to rock her natural face was so disruptive and made international news shows we have a long way to go when it comes to being makeup free and especially embracing aging women. USRx has always been about building confidence in consumers to love their skin at whatever stage it's in and hope to see more of this freedom implicated with all brands for its consumers.

When it comes to mature skin and makeup, I believe that less is more. More and more we are seeing the focus shift to highlighting what women love about themselves and less about camouflaging what they don't. I think more makeup companies are going to start branching into the skincare space to appeal to those who want multi-use products for their skin and for those who want to wear little to no makeup. As a 51-year-old woman myself, I prefer light makeup that highlights who I am (flaws and all), and I am rarely interested in applying heavy makeup.

As many of us are aware, there’s a lot of pressure and focus particularly on women to look a certain way that places a lot of importance on appearance. Pamela Anderson choosing to opt out of wearing makeup altogether during Paris Fashion Week means people are thinking more for themselves than ever before when it comes to beauty. Overall, I’m seeing more brands serving a wider age range of customers and celebrating mature women in their branding and advertising. The less-is-more approach is inclusive of all ages, but especially suits mature skin and needs.

Leslie Munsell Founder and President, Beauty For Real

I think Pamela Anderson's brave choice to not wear makeup at the Paris Shows, although I see a bit of mascara for Vivienne Westwood's show, is a terrific expression of women's desire to feel and look themselves. Whether that means no makeup, lots of makeup, bright color, nude color, it's all a reflection of whatever they're feeling at that moment.

We are learning to live our lives on our own terms, not living up to anyone else’s expectation of how we should look. I don't think it means don't wear makeup, I think it means go as you wish, you're enough just as you are. One day you may want to wear it and next, you don't. (Of course, it also helps that she has an incredibly beautiful face.)

I hope that more beauty brands begin to understand the movement in women's attitude regarding aging. Traditional beauty marketing has us chasing youth as if you can turn back the clock instead of embracing life and the gift of living. A more modern approach is to show evidence of a great life full of experience and wisdom. Having visible crow’s feet is not a curse!

This is what we are doing at my brand, Beauty For Real. We show women of all ages without any edits, no photoshop, filters, etc., in our marketing, showing the consumer attainable beauty. It also allows the consumer to see how the products actually perform when applied. What you see is what you get. I think it's honest and real.

Nikol Johnson-Sanchez Founder and CEO, Nikol Beauty

Pamela Anderson's decision to go makeup-free at Paris Fashion Week is incredible and bold. It's a powerful statement to make at such a high-profile event centered around fashion and beauty. Her choice to embrace a natural look is liberating for women and breaks the boundaries of societal expectations.

As Pamela mentioned, it's about being free and rebellious, embracing one's authentic self. There's nothing wrong with choosing to wear makeup or not, it's all about personal preference. This move could pave the way for a new era of self-love and acceptance, celebrating natural beauty.

I wholeheartedly support this movement and believe that women should have the choice to express themselves in a way that makes them feel bold, fierce and unapologetic. It's a message I also promote on my YouTube channel.

Renée Rouleau Founder and Celebrity Aesthetician, Renée Rouleau Skin Care

To me, Pamela Anderson’s decision to not wear makeup is specific to Pamela’s journey in her own life. I watched her documentary on Netflix, and she is someone who has built a long career on looking sexy, beautiful and perfect, so this was seen as her identity. Not wearing makeup is her form of freedom and getting comfortable in her own skin, and allowing people to really “see” her, not the facade.

Every woman wants to look and feel their best and, for Pamela, this was for her to feel her best emotionally, and it seems like she did just that. I am so happy she received so much praise for doing so!

I don’t believe this will be a trend, but I do believe it’s a great representation that beauty doesn’t just come from cosmetics, and this will provide some inspiration for others to show their own form of self-expression.

Elaine Sack Chief Strategy Officer, RMS Beauty

Pamela is disrupting the status quo, and we love her for it. When Rose-Marie Swift started RMS Beauty in 2009, her mission was to make skin-loving makeup that enhances one's beauty, not covering it up. It’s about confidence and trusting what’s inside.

Pamela Anderson’s choice to go makeup-free at PFW proves that beauty comes from confidence and being comfortable in your own skin. She looked amazing. I love that mature women like Pamela and Rose-Marie are having a “moment” in the beauty world, leading the charge and opening up conversations about what defines beauty.

Rose-Marie’s content on TikTok has gone viral recently. She is honest, bold and totally herself sharing advice and pro tips without holding back. To us, it proves that women of any age have something inspiring to say and we need to make sure they have a platform.

Lejla Cas Founder, Knesko

Pamela Anderson is showing us how it feels to finally be comfortable in her own skin and embrace aging naturally. She is, in a way, standing up against unrealistic beauty standards, and rather than trying to cover up with makeup, she’s leaning into a good skincare routine instead.

Pamela’s no-makeup appearance at Paris Fashion Week is a good example of where the beauty industry is heading: more focus on healthy skin, embracing ones flaws and individuality, and beauty from within.

Women are really beginning to lean into simple and effective skincare routines that make them feel beautiful from the inside out, using beauty routines as a daily practice that allows you to take time for yourself spiritually, mentally and physically. This is one of our philosophies at Knesko. Pamela is a big fan of Knesko’s results-driven skincare products. Our masks and serums are a staple in her skincare routine.

Trinny Woodall Founder and CEO, Trinny London

I think, why does it have to be a statement that it's brave to not wear makeup? I’m 59, and I wouldn’t label myself as a "mature woman." I wouldn’t put mature women in a box, but instead hone in on subliminal marketing that appeals to a wide range of women.

We’re not saying we have makeup for older mature women because every "mature" woman would run a mile because they hate that marketing. Instead, talk about all the product benefits and then you attract people who want those benefits such as this product is cream-based or it doesn’t sit in your creases, it’s appealing to a variety of age groups.

If you have a question you’d like Beauty Independent to ask beauty entrepreneurs and executives, please send it to editor@beautyindependent.com.