The movement towards pro-ageing is long overdue, but recently there has been a significant shift in the beauty industry, as brands are doing more to embrace diversity and inclusivity in all forms (including ageing). Even though Gen Z is driving trends, we are ignoring the more mature population, as beauty industry marketing is only concentrated on eternal youth. But that is changing, we are moving away from anti-ageing and towards pro-ageing!

AGELESS BEAUTY - PROS

• Bye-bye anti-ageing: Finally, we are letting go of the term ‘anti-ageing’ for something way more realistic. It is important to understand that once the damage is done on your skin, unfortunately, there are not any miracle products on the market that will give you the skin you had in 1993- thus is life! Of course, we can protect the skin and help to slow down premature ageing, but ageing is a natural process of our body. Lines and wrinkles are a sign that we have lived and laughed, and to get older and wiser is a privilege.

• Generation S: Brands tend to focus on Millenials forgetting about the other proportion of the population. Therefore, it’s refreshing to see that finally the wiser generation is being heard in the beauty market!

• When we created Lion/ne, we thought that our target market would be people like Megan and I- who would be in their 20s and 30s, but we were so wrong. The truth is, we have clients come to see us that range from 16 years old to 70 years old (they are all awesome!). We really pride ourselves on the fact that our consultations can be used for both women and men of ALL ages.

AGELESS BEAUTY - CONS

• Yes, pro-ageing is a beautiful movement. However, wrinkles and lines are often caused by sun exposure. We know that sun exposure can create certain skin conditions and also diseases. Therefore, embracing your age is important but preventing damage and premature ageing still is a priority. Don’t forget that protection is key no matter how old you are.

BRANDS THAT ARE EMBRACING THIS TREND

• Augustinus Bader is a brand that is harnessing cutting-edge stem-cell research to repair signs of damage. Do-it-all formulas like this work overtime to revitalise skin that’s in need of a jump-start.

To find out if these products will suit your unique skin and to build a bespoke routine of your own, click HERE to book your Holistic Skin Session now.