The face of Dior’s latest anti-aging line doesn’t even have wrinkles yet.

The fashion and beauty house recently revealed Cara Delevingne as the spokesmodel for its new Capture skincare line.

Problem is, the supermodel and author is only 25 – and social media users of all ages clapped back with angry #thatsnotme posts.

Dior, which hasn’t responded to Moneyish requests for comment yet, told Women’s Wear Daily that Capture was developed for younger women looking to get into a skincare routine early to delay the first signs of aging. In that case, a more youthful model makes sense over someone in her 40s or 50s. But Delevingne is still only 25-years-old; half a decade younger than the target shopper, which consumers complained makes the beauty industry’s already unrealistic standards even more unattainable.

Dior isn’t solely responsible for the war against wrinkles, of course. The global anti-aging market is expected to hit $331.41 billion in the next four years as shoppers spend to escape Father Time. And last year, Botox procedures spiked 4% from the year before, with 7 million injections (almost half of the total 15.5 million cosmetic minimally-invasive procedures performed across the U.S.) being done to make those forehead creases, crow’s feet and frown lines disappear.

But some fashion and beauty companies are starting to embracing aging gracefully.

The newest CoverGirl is 69-year-old model Maye Musk – mother of Tesla and SpaceX CEO Elon Musk – who sports a fierce head of white hair.

L’Oreal has cast Jane Fonda (79), Diane Keaton (71) and Helen Mirren (72) in its cosmetics and anti-aging product campaigns. And during an August panel for L’Oreal, Mirren spoke for everyone when she said, “It used to drive me crazy that the ads promoting skin products were using pictures of 15- and 16-year-old girls. As a 30-year-old, I used to look at that and think, what the f— are you talking about? It was ridiculous. P—– me off majorly. Advertisers are only just coming out of that, and it’s taken them a long time.”

American Eagle’s Millennial-friendly Aerie collection eschewed airbrushing in its advertising in 2014 – and saw sales jump 20% in the next year, even though its lingerie models were baring their stretch marks, cellulite and all. Target and ASOS also began showcasing swimsuit models with untouched stretch marks over the summer.

The #NoMakeup selfie movement has been picking up steam since 2014. Recently, stars such as Ashley Graham, Jennifer Garner and Brooklyn Decker have posted their unfiltered, barefaced pix to showcase what they really look like before their stylists make them red carpet-ready.

And Allure magazine announced in August (in an issue with Mirren as its cover star) that it will no longer use the term “anti-aging” in order to “start to change the conversation and celebrate the beauty in all ages.”

The magazine admitted it’s not giving up retinol itself just yet, and it’s going to take time for the beauty industry to knock youth off of its pedestal. But it’s a start. “But let’s agree that appreciating the dewy rosiness of youth doesn’t mean we become suddenly hideous as years go by,” wrote Editor-in-Chief Michelle Lee.