An actress, model and with a university degree, Paes became nationally known for her performances in "soap operas" of Rede Globo and for her looks. She was on the cover of Playboy magazine in May 2004.
In 2006, Paes was voted one of the sexiest one hundred people in the world by People Magazine. After that international projection, she hired an agent, showing interest in starting an acting career in the US.
Paes starred in many commercial campaigns, such as Colorama's and Hope's. Currently, she is the face of Arezzo for the second time and replaces the top model Gisele Bündchen as the star of the campaign for the jewelry brand Vivara.
In 2009, she entered the select group of protagonists of the novel of the eight of Rede Globo when interpreting Maya, in Caminho das Índias, novel of Glória Perez winner of Emmy 2009. The actress starred in several advertising campaigns including Colorama and Hope. It was the advertising girl of the brand Arezzo and the jewelry brand Vivara. It was considered by Revista Época one of the 100 most influential Brazilians of the year 2009. On September 24, 2010, Juliana Paes debuted the program Por un fio at GNT. After the birth of her first child, Juliana returned to television in September 2011 in a guest appearance on the remake of the novel O Astro (2011 TV series).
On September 9, 2008, she married in total communion of assets with businessman Carlos Eduardo Baptista, at Itanhangá Golf Club, being considered the "bride of the year".
On December 16, 2010, her first son, Pedro, was born in the city of Rio de Janeiro. At the end of 2012, Paes announced her second pregnancy. On July 21, 2013, the couple's second child, Antônio, was born in the maternity ward of Barra da Tijuca, the same hospital where Paes gave birth to Pedro.