Melbourne-based skincare brand Boring Without You is defending its decision to feature sex worker Kayla Jade in its recent advertisements, following consumer criticism. Jade, who has gained prominence as 'Australia's most successful escort,' appears in ads for the brand's REM Repair moisturiser.

The advertisements include racy taglines such as 'call to cream' and depict Jade, 32, applying the product. One ad caption reads, 'Just like Kayla. You're probably busy. Get something that does the work, while you dream.' The brand states the product aims to provide smoother, firmer, and more hydrated skin.

Davey Rooney, founder of Boring Without You, explained his choice of Jade for the campaign, citing her large social media following and the trust she has cultivated with her audience. Rooney also commented on the historical use of sexuality in advertising, suggesting that discomfort arises when women control and monetize their sexuality independently.

'Many companies are very comfortable using sexuality to sell things,' Rooney told news.com.au. 'But when a woman owns that sexuality, controls it, and monetises it herself, sadly people become uncomfortable. Most people sell their labour in some form. But when a woman provides a legal service on her own terms, we see some people treat that as a moral failing.'

Jade, known online as 'Blue Eyed' Kayla Jade, has amassed millions of followers across platforms like TikTok and reportedly earns approximately $150,000 per month from adult content creation and in-person sex work. She is among the top 0.1 percent of creators on OnlyFans, having launched her account in 2022. Jade has stated that she does not hide her profession from friends and family but also does not emphasize it, using separate social media accounts for promotion.

She has previously spoken about the stigma associated with sex work, noting that some individuals react negatively to her increasing mainstream presence. In a recent reality series episode, Jade mentioned that her earnings as a sex worker exceed those of surgeons.

Jade was initially slated to be a main cast member in the reality series 'Turned On: Dirty Sexy Money,' but reportedly withdrew after learning that adult performers Annie Knight and Lily Phillips would also be participating, stating she did not wish to be associated with them.