Ageism in the beauty industry

I much prefer the term age-defying when it comes to cosmetics because I think you can defy your age at any age.

The use of the term “anti-ageing” needs to be shelved by the beauty industry – unless it’s in reference to any practice that is ageist. I absolutely agree that there are a lot of ageist practices in the beauty industry that are sometimes downright insulting.

I think brands would be remiss in thinking consumers are not fully aware we are being subjected to “unrelenting standards” as a means to manipulate us to buy products. I really don’t think the approach of undermining the self-confidence of consumers by bombarding them with images of perfection actually engenders brand loyalty or trust. It’s just a device engaged by cynical advertising/marketing minds because it is an approach that has been normalised and it has clearly worked in the past.

But thanks to the advent of social media, the gates of the beauty industry have been blasted wide open and as such I honestly think we are moving into an era in which savvy consumers are seeking products by companies that celebrate diversity, inclusivity and practice social and environmental responsibility.

I want a brand that is brave enough to say to me “You are beautiful, just as you are”

Why thank you Mr Darcy! HURRY UP AND TAKE MY MONEY!

Lisa359, I watch lots of YouTubers and my favourites are in the older age category:

Michele Wang specialises in luxury makeup:

https://www.youtube.com/channel/UCIB0qtyTO6ULzAarlWB1LKg

Elle Leary has a background as an aesthetician and makeup artist. Recently, she’s been delving into what’s commonly called as clean beauty:

Lisa J:

Stephanie Marie:

https://www.youtube.com/channel/UCb4iUMjpHZCiATCCwPaO47Q

Hot and Flashy does some wonderful wear tests for foundations for mature skin:

https://www.youtube.com/user/HotandFlashy

Risa Does Makeup is a makeup artist that specialises in glamorous makeup looks:

https://www.youtube.com/channel/UCVtgrv6KHBNcRxDTys9TCcQ

Caroline Hirons specialises in skin care:

https://www.youtube.com/channel/UCyzKg_t3tPv8Aa_7JL2xXZA

Lisa Eldridge has an international reputation as a makeup artist:

https://www.youtube.com/channel/UCFghPtzFcmyDiID1ASMA4Dg 

Nisha (SugarPuffAndFluff) is from the UK:

https://www.youtube.com/channel/UCUSV0-kNMyQGIDol_468KpA 

Sam and Nic Chapman:

https://www.youtube.com/channel/UCjEPwaev8_zrpafISAPhruA 

Emily Noel: 

https://www.youtube.com/channel/UCtC8m_F7jX2fGOQ3_nomg4g

Wayne Goss, a fantastic UK makeup artist:

https://www.youtube.com/channel/UCCvoAe__WFYMNAEN-C-CtYA  

Mel Thompson, makeup artist – I wouldn’t put her in the mature category (I’m not sure how old she is), but she isn’t extremely young. I love Mel because she specialises in colourful, bold and creative makeup looks:

https://www.youtube.com/channel/UCTLwE0abQlY5f2NElU-q6uQ

Samantha, thank you for taking the time to comment on this thread. The term “anti-ageing” has widespread usage and I don’t know what would be a better alternative. In previous Best in Beauty voting events, the term “age management” was used, and this appealed to me more. Having said that, there still might be a better description.

I don’t even like the words “older” or “mature” when referring to the ageing process, but I can’t think of anything better. I could use the word “wiser”, but I have known some people in their eighties that I would not call wiser because they didn’t seem to have learned from their life experiences and mistakes.

Maybe because my Mum was in her forties when she died I think about getting older and death a bit too much , but staying healthy is foremost on my mind.

I want to keep exercising , eating well, looking good for as long as possible. I don’t want to hear the negatives about getting older – more positive stories. One day I’m going to be a kick-ass gran!

Are their any beauty influencers over the age of 35? or 55? , I don’t follow those types of people but if their are any we should find them and show positive role models for getting older. Celebrate that we are still alive and kicking! I know Baeur media want to bring attention to elder financial abuse which is great, But not everyone is in that situation, don’t forget people are still working well into their sixties, volunteering and living full lives. – and wearing make-up. .

I know I’m rabbiting on a bit but I think with more clarity early in the morning 😀 make-up tips , I have a friend in her 60’S maybe older but I’ve never bothered to ask, she never gets her foundation right. I know women get their lipstick “bleeding” into cracks and wrinkles around their lips, maybe they don’t know they need a good lipliner or how to use one? , things like hooded eyes that get worse with age, these are all things I think women would benefit from.

I wrote a story on skin shaming a few years ago.

https://rivetlicker.blogspot.com/2017/11/its-skincare-not-skinshaming-rivet.html

Terms like anti-aging and whitening (or bronzing for westerners) are really horrible; they’re imperialist, classist, racist, and purely rely on beauty standards that don’t exist in the real world. Sometimes, the industry that shames you also tries to preach self-love. Either way, they’re making money off insecurities.

No application of a cream is going to reverse damage already done without other kinds of intervention like cosmetic surgery, injectables, paramedical treatments. I do believe undergoing procedures is a personal choice, and I encourage those who do to thoroughly research and choose reputable professionals/products that will be able to cater to your respective biology and circumstances.

All you need to do: wash your face, exfoliate, moisturize, treat it if it has issues affecting function or health, and wear sunscreen!!!

Hey everyone,

This has been such a great thread to read. Thanks for starting it Petal.

I’m looking at this from the perspective of the articles we write and would love your input as to how we can make our content better and inclusive of all ages.

Some of you have mentioned that you hate the word ‘anti-ageing’ (which is fair, I think anti-anything is a bit aggressive) – do you have any suggestions for words we can use instead?

Or just some general suggestions on how you like to read about content that caters more specifically to you? I think someone mentioned they didn’t like content like ‘lipstick tips for women over 50’ either, so any ideas are welcome!

We can always leave age out altogether?

But as a few have mentioned, you like knowing other people’s age when reading reviews (and I’d assume on topics like skincare and makeup it would be useful to know the age group the expert tips and products are relevant for)?

Let me know any thoughts, we want everyone to feel at home at bh (no matter your age, skin colour, hair colour, or whether you like pineapple on your pizza!)

Sam x

There is one aspect of the beauty industry that I find annoying which is the well-meaning advice for older women about the type of makeup we should wear. We are often told to wear neutral eyeshadow, brown eyeliner, apricot coloured lipstick, and not to wear black eyeliner, shimmery eyeshadows etc.

I am fifty-six and I love to wear colourful lipsticks. I wear black eyeliner, but not in the same way as when I was younger. I wear cobalt blue, green, violet, navy and aqua eyeliners. Muted eyeliner shades such as aubergine look murky and don’t show up well with my complexion. I wear shimmery eyeshadows, but on the mobile eyelid or the inner corner with matte eyeshadows (I have very hooded eyes).

When women are younger, many feel like they have to wear “wearable” or “appropriate” makeup for their workplace, especially if it is a conservative workplace. Any kind of makeup is wearable if we choose to wear it. When women are older, they’re told that they still can’t wear colourful makeup. 

Good point Petal. I totally agree; like Seashells I only just recently turned 35. I must admit since my early 30’s trials decreased dramatically. I know I am still young but I feel old and “outside the bracket” because of these silly ages specified for alot of things.

I can slightly understand the age thing for SOME skincare products as there are concerns after a certain age that you want to target.

But in the example duality mentioned the product for ” wrinkles and sagging” come on now 18-35. WHAT 18 year old would have sagging skin?!!! Even at 35 would be quite rare to have sagging skin I would think?! Very silly age bracket it should be for more mature ages than 18-35.

This is a really interesting thread, thank you for creating it. I am not entirely read up but I will say I’m 32 and already quite worried. Once I hit 30 suddenly society’s reaction to me in general changed… I went from “you are beautiful” to “you look beautiful for your age” literally overnight?! Or from “your skin is gorgeous” to “you don’t look 32”. It’s weird. And it’s kind of also making me paranoid about these trials now to be honest… if people are already responding to me differently to my face, I can imagine marketing teams would care even less. I hope I’m wrong.

Petal this is a fantastic thread that you have started and I am also now following.

I am 52 and only started using what I call correct skincare 5 years ago after I found this website. I value and read all your reviews and comments on so many products and now finally have a great skincare routine thanks to all of you. I would not have been able to get this information from anywhere else other than here as it is difficult as noted by many of you to find skincare advice and products for my age group.

I have been on a couple trials this year and feel very lucky to have been asked but I have not participated in the threads, I have just followed and read members comments. I take on board that we should share our thoughts and joy of being asked and accepted and will do this going forward if I am asked again. I also agree that putting our age, skin type etc in our reviews would be a great idea.

I will be watching this thread with interest