Anti-ageing – I know, I know. It’s a gross and futile term. I considered using another. Perhaps one of the more modern marketing slogans such as “skin longevity” or “positive age management”. But my commitment to honesty in beauty extends to not fooling myself or my reader: we all know what these terms mean, and I know which one consumers Google in their millions.
I turned 50 recently. I was and am delighted about it. To still be alive, healthy, loved and in love feels like a lottery win. I’ve no desire to return to my 20s or 30s, when I cared more, knew less and had greater insecurities around my appearance than now. I don’t believe many of us at any age wish to be mistaken for someone much younger. And yet we know that people of all ages would like to keep skin glowier, smoother, juicier, firmer and flexible for longer. It’s a fine thing to want, and I find any accusations that this signals shame and desperation around growing old to be hugely patronising and selective. If you don’t care about skin ageing, great. Carry on. If you do, the products here will help in a realistic way.
