In the realm of skincare, the traditional approach has long revolved around the quest for eternal youth and combating the signs of ageing. The term “anti-ageing” has been used to describe all sorts of products and treatments, promising to erase wrinkles and turn back the hands of time. However, more recently, there has been a shift in the way we think. Instead of trying to fight the natural process of getting old, we are now embracing the concept of “pro-ageing”.
The idea behind pro-ageing (also known as “well-ageing”) is all about supporting the skin and body to age healthily and gracefully. Rather than focusing solely on the fight against sagging skin and the appearance of wrinkles, this refreshing shift advocates for a more realistic approach that celebrates and nurtures the skin as it naturally matures. Instead of attempting to halt the ageing process, pro-ageing encourages embracing the changes while prioritising skincare practices that support radiant and vibrant skin at every age.
Pro-ageing: Our vision since 2007
Even though this change of focus has only recently become popular in the beauty industry, the idea of keeping your healthy skin for longer has been our main mission from the start of our company in 2007. Right from the get-go, our skincare formulas have always been specifically crafted to boost and support skin as it ages, working to enhance its functionality and promote a healthier complexion inside and out.
Going against the grain of mainstream beauty concepts can sometimes pose challenges, as it can be tough to change the established narrative. However, we firmly believe in embracing the pro-ageing philosophy as a vital aspect of a well-rounded and inclusive approach to beauty. By prioritising the well-being of our skin throughout its natural ageing process, we empower individuals to feel confident in their skin at every stage of their lives.
Tips for keeping you skin healthier for longer
When it comes to skincare products, the pro-ageing approach is all about using formulas that support the natural functions of the skin. This includes products that hydrate, nourish, and protect our complexion. Here are some of our core values to keep your skin healthy and radiant at every age:
- Gentle Cleansing: Choose a mild cleanser that effectively removes impurities without stripping the skin of its natural oils. This helps maintain the skin’s barrier function and prevents excessive dryness. (Check out our award-winning cleansers here.)
- Use lipid-replenishing formulas: Look for skincare products containing ceramides, which help restore and strengthen the skin’s lipid barrier. This helps retain moisture and keeps the skin supple and resilient. (We love Intelligent Frontier Facial Oil.)
- Sun Protection: Shield your skin from harmful UV rays by applying a broad-spectrum sunscreen daily, such as Artemisia Power Protection Moisturiser SPF50+. Sun protection is crucial in preventing premature ageing and maintaining a youthful complexion.
- Preserve your youth proteins: Support the longevity of your skin’s “youth proteins” by incorporating antioxidants and plant peptides into your skincare routine. These powerful ingredients help combat free radicals and promote the natural production of collagen and elastin. (We can’t get enough of our natural alternative to retinol, Plant Perfection Gel Serum.)
Remember, the pro-ageing approach is a more positive and realistic way of looking at ageing and skincare. It’s about embracing the beauty of ageing and nurturing your skin to be the best it can be at any stage of life.