Jenny Hands' career has been dedicated to the beautiful. But she’s keen not to uphold typical standards of beauty. “I like shooting women for women, men for men” she says. “I like to be able to achieve beautiful pictures of humans of any age. I don’t think women or men should get old and have to worry about it. It shouldn’t have to be something that we even need to think about. Acceptance is embraced in this century, confronting traditional ideas of beauty is an exciting road to embrace.”

Recent advertising includes Aveda's 'Invati' campaign shot in India and currently rolling out globally, and the re-brand of Clairol's flagship 'Nice'n'Easy' family shot in NYC over seven weeks.