If you’ve been following us since the early days, you may have noticed that we’ve never used the term “anti-ageing.” Instead, our motto has always been to prioritise maintaining healthier skin for longer. We even encourage you to abandon the fight against ageing and focus on achieving an even skin tone and optimal skin health, regardless of age. Studies show people perceive “old age” to start much later now, and a new skincare philosophy, “ageing-well,” has taken centre stage.
Ageing Redefined
Gone are the days when turning 50 (or even 40) meant resigning yourself to looking and feeling “old”. A recent study by the American Psychological Association revealed that people today perceive old age to begin much later than previous generations, with women particularly pushing back the boundaries of what it means to look and feel mature. This shift in perspective is fuelled by a multitude of factors, including better health awareness, improved access to high-quality skincare products, and a growing emphasis on preventative self-care. This is particularly relevant for those concerned with maintaining an even skin tone and firmness as they mature.
In Broadway and the West End, actors in their 70s and 80s are called “young matures.” This curious fact reflects how times have changed and the shift away from ageism. Brighton-based @tahira_makeup stated in one of her recent posts, “Age is a badge of honor, proof of time and life lived,” and “to me, Age is Power.” We should also add, “Age is wisdom too.”
Are Millennials Ageing Differently?
A hot topic on popular social media site, TikTok, is the supposed disparity in ageing between Millennials (1981 – 1996) and Gen Z (1998 – 2012). Millennials, often praised for their youthful appearance compared to prior generations, might have cracked the code. Their focus on healthy diets, sun protection, and consistent skincare routines – emphasising achieving an even skin tone – seems to be demonstrably slowing down the ageing process. Ironically, Gen Z, with access to even more information and resources, might be missing the mark. Overexposure to harsh skincare practices, vaping, exposure to blue light and the pressure to conform to unrealistic online beauty standards by getting tweakments too young could contribute to premature ageing in some cases.
Beauty Doesn't Peak at Any Age: It Evolves
It seems that the beauty industry is finally catching up with reality. We’re moving away from the anti-ageing fight and embracing ageing-well. This celebrates the natural beauty evolution that occurs throughout life. It prioritises supporting healthy skin function at every stage, promoting radiance and resilience over chasing a fleeting illusion of youth.
Forget chronological age – genetics, lifestyle, and sun exposure all play a bigger role in how our skin changes. Mature skin signifies the start of this journey, and it happens at different paces for everyone.
This newfound focus on well-being acknowledges this truth. Instead of fighting the inevitable, we can embrace healthy habits that promote healthy skin at every stage.
The New Anti-Ageing Frontier: Even Skin Tone and Boosting Collagen
So, what does ageing-well look like in practice? Today’s skincare enthusiasts are less concerned with eliminating wrinkles and more focused on achieving firmer skin for longer and an even skin tone.
As we age, concerns about hyperpigmentation, age spots and uneven skin tone become more common. These issues arise from various factors, including sun damage, inflammation (due to various causes including stress and pollution), and hormonal fluctuations. Here are some effective strategies specifically for mature skin:
How To Get an Even Skin Tone on Your Face:
- Sun Protection: Daily use of sunscreen with SPF 50+ is paramount. Mineral sunscreens containing zinc oxide offer high protection against UVA and UVB rays, the primary culprits behind hyperpigmentation.
- Tyrosinase Inhibition: Tyrosinase is an enzyme responsible for melanin production. Products containing ingredients like yarrow, peppermint, or niacinamide can help regulate melanin synthesis, leading to a more even skin tone over time.
- Antioxidant Powerhouse: Free radicals contribute to hyperpigmentation and overall skin ageing. Antioxidants like artemisia umbelliformis, buddleja davidii, and epilobium neutralise free radicals, protecting the skin from damage. It is important to highlight that free radicals are the biggest cause of skin ageing; therefore, your favourite product must contain a healthy dose of antioxidants. This is non-negotiable.
Our Product Recommendations for an Even Skin Tone:
- Ideal Brightening Corrective Serum: This serum combines no less than 12 botanical extracts to tackle existing dark spots and prevent future ones. Its gentle formula is suitable for all skin types, even during pregnancy and breastfeeding. The innovation lies in its non-photosensitive formula, allowing you to use it during both the day and evening.
- Artemisia Power Protection Moisturiser SPF50+: This moisturiser provides non-nano mineral-based sun protection with a lightweight, matte finish. The inclusion of Buddleja extract helps repair UV damage, making it a perfect daytime companion.
Combating Loss of Firmness: A New Approach
The Y zone – jawline, chin, and neck – is often ground zero for the visible signs of ageing, like sagging. Habits like hunching over mobiles and sun exposure can exacerbate this. Firmness ranks as one of the top concerns for consumers, with many seeking products in this category as early as their 30s. Although the go-to ingredient for skin tightening, Retinol, faces restrictions, there are other (kinder) actives you can turn to.
Support your skin’s collagen and elastin (youth proteins) with antioxidants and plant peptides. They neutralise free radicals, encourage your body’s natural production of these essential proteins and protect the existing matrix.
Bidens pilosa, a new biotech ingredient, takes a unique approach. It uses the same retinoid receptors without the common side effects of retinol. Also, benthi plant peptides, act like a “skin architect,” arranging collagen fibres to create a supportive network that defies gravity’s pull. This translates to firmer skin, without the potential side effects of Retinol. Really great news for sensitive skin!
Sagging Face Treatment: Plant Perfection Gel Serum
For those seeking a non-retinol option, Plant Perfection Gel Serum offers a compelling solution. It combines bidens pilosa with four other powerful ingredients:
- Bacillus Ferment: Promotes skin protein synthesis for a firmer, more radiant complexion with an even skin tone.
- Palmitoyl tetrapeptide-72 amide: The real “skin architect,” it optimizes collagen structure for better support.
- Collagen Amino Acids: Identical to human Type I collagen, these strengthen the skin’s structure and protect against environmental damage.
- Nannochloropsis oculata extract: This microalgae extract delivers both immediate and long-term firming benefits.
Makeup for Mature Skin: Adapting to Your Needs
As our skin changes throughout life, so should our makeup routine. Heavy foundations and powder products that mattify younger skin can be drying and cause creasing on more mature skin which is characterised by containing a lower amount of lipids. Embrace a more natural look with lightweight, hydrating formulas that enhance your natural beauty rather than mask it. Consider tinted moisturisers for a touch of coverage or explore natural self-tanning products like Glow Island.
The moral of the story is about forgetting about finding the fountain of youth – the key to timeless beauty lies in embracing the journey every step of the way. By prioritizing healthy skin practices that target concerns like even skin tone and collagen support, you can cultivate a radiant complexion that reflects your inner confidence at every age. This shift towards “ageing-well” empowers you to celebrate your unique beauty, one glowing step at a time.
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