A historical trend of women being told their beauty fades with age has seen the skincare industry lean on words like ‘anti-ageing’, vague promises of wrinkle reversal, and implied overnight success when marketing their products.
Although recent years have seen a positive change in language (the word ‘anti-aging’ replaced with words like ‘radiance’ or ‘youthful glow’), the underlying message still seems to be the same… you need to look smoother, tighter, younger.
It’s worth noting that the target audience for this kind of product isn’t just an older generation – I know women as young as 22 that are already so concerned with ageing that they have ‘preventative’ botox. And while there is absolutely nothing wrong with indulging in a little injectable help to keep you feeling fresh, maybe we need to re-evaluate the relationship we have with ageing in current culture and make sure businesses aren’t continuing to cash in on – and fuel – our insecurities.
At the end of the day we’re all getting older. Instead of approaching time as something to fight, let’s make it our friend. Let’s take youth off its pedestal and look at ways we can support our skin through every stage of life to ensure we age gracefully, healthily, and happily. Because, ironically, all that worrying about wrinkles is going to give you wrinkles…
See below for 6 innovative brands that prioritise taking care of your skin in the present, and support healthy skin on its journey to be just that – healthy skin.
ManukaRx
A brand doing it right is New Zealand cosmetics label ManukaRx, who have introduced a whole skincare range titled ‘pro-aging’. Harnessing the power of manuka oil, grown and harvested in collaboration with local East Cape iwi, the brand focuses on improving their customers skin confidence by targeting skin health.
Emma Lewisham
Local skin-care brand Emma Lewisham has made headlines for trail-blazing circular sustainability practices in the beauty industry, but it’s their ingredients-first approach winning a diverse customer base over. Partnering science with nature their products are designed around the skin’s own physiology, Emma sharing that “This pioneering skin-first approach works with the skin to create a synergistic impact and deliver unparalleled results”. No fuss, no scare tactics, just the perfect blend of science and nature that caters to any skin type, tone, or age.
Skinbetter
In an effort to foster better relationships between people, their complexion, and their physicians, Skinbetter has created a prescription-only product line that ensures you’re getting skin support suited to you. In a world where we can get any product at our fingertips, it’s great to take a step back and let a professional connect you with a science-first brand. Products like the Even Tone Correcting Serum are made up of a ground-breaking, non-retinol formula that delivers a visibly dramatic reduction in the appearance of hyperpigmentation.
asap
Australian range asap prides itself on being ‘the science of beautiful skin’, with the range drawing on active ingredients, including AHAs, Vitamin C, Vitamin A and antioxidants to promote healthier skin. The Gentle Cleansing Gel removes excess makeup and oil without removing moisture from the skin, protecting your dermis from the daily effects of pollution. Using a trusted cleanser is an easy, consistent way to put long-term skin health first.
RAAIE
Katey Mandy, founder of Aotearoa skincare brand RAAIE, shares how “Humans are beautiful throughout every stage of their precious lives. However, western media has perpetuated a myth in our culture. It has told us that sagging skin, dullness and wrinkles are the result of ageing when in reality they are mostly caused by UV damage.” Mandy recommends allowing yourself to look as vibrant as you feel by giving your skin the right support. RAAIE’s Yellow Moonbeam Retinal Elixir helps repair UV damage by “boosting skin cell turnover, and thickening the skin dermis which results in a firm, bouncy, pillowy skin surface”.
Aēsop
A fuse of natural and lab-made ingredients has seen Aēsop make their mark as a leader in skin-care with vitamin and antioxidant rich products ruling the range. Antioxidants are known to calm and revitalise the skin and protect against exterior pollutants, making them a considered and effective ingredient for optimising skin health and protection. “High-quality ingredients are vital, of course, and we take a rigorous approach to our research and development process”, says Chief Customer Officer, Suzanne Santos, about their Parsley Seed Anti-Oxidant Intense Serum.
Related article: The silver rebellion: Why embracing grey hair can be liberating and glamorous
