Nov 23, 2023

Why “pro-aging” is the new anti-aging

In a world that often glorifies youth - and in which even 26-year-old Kylie Jenner is told she looks old by online trolls - we’re here for a refreshing trend that is challenging those tired old beauty standards.

Say goodbye to anti-aging, and say “Where have you been all my life, pro-aging?”, a movement that celebrates the beauty of aging gracefully. This empowering shift in perspective encourages us to embrace our natural aging process, focusing on well-being and self-love rather than the relentless pursuit of a wrinkle-freel appearance.

There’s a cultural shift towards authenticity

We’re witnessing a cultural shift where authenticity is becoming more valued than ever. We appreciate when our celebrities are real and call them out on their embarrassing photoshop fails.

Pro-aging is a response to those unrealistic beauty standards that have been perpetuated by social media, encouraging us instead to embrace our unique features and the wisdom and character that come with age.

Wellness-centric beauty is about more than just the face

Pro-aging is not just about appearance; it's about prioritizing overall well-being. People are realizing that true beauty radiates from within, and that adopting a holistic approach to skincare, nutrition, and mental health contributes to a more radiant complexion at any age.

Diversity and inclusivity are not just a trend

The pro-aging movement is a call for inclusivity in the beauty industry. It celebrates diversity in age, skin tones, and features, challenging the narrow definition of beauty that has prevailed for too long.

Selma Blair’s stunning cover feature for British Vogue - complete with cane - is part of that story, as is Victoria’s Secret’s new Adaptive Intimates line designed for women with disabilities We want to see more.

Empowerment through self-expression

Pro-aging empowers individuals to express their identity through their appearance without conforming to societal expectations. It's a celebration of personal style and the freedom to choose how one wants to age.

Celebrity advocacy is pushing the agenda, with many in the public eye using their platform to advocate for pro-aging. When influential figures proudly embrace their natural beauty and share their skincare routines that focus on self-love, it sends a powerful message to their fans.

Letting your hair go gray like Andie MacDowell and Jamie Lee Curtis? You look gorgeous. Embracing your true self and being photographed for Vogue Italia’s cover without retouching a la Isabella Rossellini? We couldn’t love you more.

And shout out to Brooke Shields who, when receiving Glamour’s Woman of the Year 2023 award, said: “I love food, and I love alcohol, and I love life… I don’t like going to the gym. And I am tired of not feeling skinny enough. It’s boring and it’s a waste of my time.

“I wish stuff was a little higher, and I have a bit of a belly that I never had,” she added. “I could lose it if I really, really wanted to try, but I would rather spend that time having lunch, reading a book, walking, buying a piece of jewelry, going to my daughter’s games.”

But if you want to get a little help from a needle, color your roots, or do anything else that helps you feel better in your skin, that’s all awesome too.

Preventative practices get to the root of skin health

Pro-aging is also focused on maintaining a healthy lifestyle, the right diet, and the best skincare routine early on, supporting the changing needs of your skin as it naturally ages. There’s nothing wrong with retinoids and other so-called “anti-aging” ingredients. On the contrary! But labeling them as anti-aging can often put younger people off using them, when they could be of enormous benefit.

Instead, this movement is presenting a shift in perspective. We can’t stop aging. But we can look at it in a positive, realistic light, working with our skin to keep it looking its best, whatever age we are.

Sustainable beauty practices

Pro-aging aligns with this year’s number one beauty trend - which is sustainability. Instead of constantly chasing the next anti-aging trend, people are looking for long-term solutions that prioritize skin health and environmental responsibility.

The pro-aging movement is a transformative shift in the beauty landscape, challenging outdated norms and empowering women and men to age with confidence and grace. As we embrace it, let's celebrate the beauty of diversity, prioritize well-being, and redefine what it means to be truly beautiful at every stage of life.

Carrying forward this theme of embracing authenticity and well-being, our next edition of the BeautyQurated newsletter will highlight real-life examples and inspiring stories of how this philosophy is being adopted and celebrated. We will showcase how Beautyque's own Ageless Beauty range embodies these principles, providing practical solutions and inspiration for our community to age gracefully and confidently. Click here.