I happen to think that getting your body moded to generate sexual interest/titilation via the widest possible media exposure, for money, is a particularly depressing and pitiful way to live your life and sends out the worst possible sort of message to kids and society as a whole. The fact that some people like that sort of thing and can’t see the harm in it is of no interest to me whatsoever.
That is a phenomenally large debit in her account, when it comes to overall usefulness to society.
So I’d say that actually almost any business is a better example of being of more utility to society than Jordan plc.
But if you want some examples of MUCH better businesses, then almost any cooperative you can think of would fit the bill. As would any business that promotes genuine health/well-being, or most businesses that are based on artisan skills etc, etc.