In Beauty, It's Pro-Ageing Not Anti-Ageing

When it comes to beauty, the tide is shifting from chasing eternal youth to embracing every age's elegance. Remember the days when "anti-ageing" was splashed across beauty product labels like an antidote to the so-called 'perils' of getting older? Times have indeed changed.

For years, women worldwide were led down a seemingly endless path of promises. The secret to everlasting youth was always just around the corner, with the next purchase. The reality? Those products often fell short of their guarantees, and the relentless pursuit of reversing age felt increasingly futile. Realising the trap of an industry that promoted shame around ageing and then sold solutions, many began to view the anti-ageing label as not just problematic, but toxic.

The significant paradigm shift began back in 2017 when US beauty titan, Allure, took the bold step to eradicate the term "anti-ageing" from its content. And now, six years later, the term is rightly seen in a negative light. Enter the "pro-ageing" era - a refreshing perspective that lauds ageing as a journey to be accepted and appreciated. There's a palpable effort within the beauty industry to rewrite the narrative around ageing. Brands, both legacy and new, are scrapping the "anti-ageing" mantra. They've acknowledged the damaging implication that ageing requires fixing or is a source of embarrassment.

Take L’Oréal Paris, for example, which launched its trailblazing mature-influencer campaign for its Age Perfect Golden Age Rosy-Oil Serum. And they're not alone. Renowned makeup brand Charlotte Tilbury has long cast models over 40, showcasing beauty at all ages. Another noteworthy initiative comes from beauty conglomerate Coty, which is pushing for a revised definition of beauty that removes inherent ageism and sexism.

What sets "pro-ageing" apart from "anti-ageing"?

"Anti-ageing" traditionally offers deep skin intervention, attempting to halt or reverse ageing signs. On the other hand, "pro-ageing" champions a balanced, holistic approach. As dermatologist Paul Jarrod Frank articulates, "Pro-ageing is about incremental adjustments”. The essence is clear, protect and hydrate. The focus is a healthy skin, without compromising your essence.

Among the brands leading the charge in pro-ageing is Slow Ageing Essentials, founded by David and Margot Lieber. Their approach, rooted in David's extensive experience in beauty and holistic health, stands out for its commitment to authentic, essential products. With just eight meticulously formulated offerings, they're debunking the myth that more is always better. Their motto, ‘slow-age’, ‘not anti-age’, encapsulates their ethos.

Another trailblazer is iiaa, which rebranded last year as the International Institute for ‘Active’ Ageing. Their mission isn't solely about skincare. Co-founders Tracy Tamaris and David Alpert emphasize it's about holistic skin health, promoting a synergy between looking great externally and feeling even better internally.

With global conglomerates and skin brands working together, 'pro-ageing' and 'well-ageing' is changing the perceptions of beauty. Avon's own research from 2021 found that 40% of women over 55 no longer considered fine lines and wrinkles to be their biggest insecurity. Instead, a greater focus is being placed on ageing authentically. We stand on the brink of a pro-ageing renaissance, it's clear that the beauty industry's future lies not in resisting age but in celebrating it. Beauty, after all, is timeless, and it's about time we all started to believe it.