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Writer's pictureJane Illman

The Pro-Aging Era is finally upon us.

For centuries we have been held, and to a certain extent held ourselves, to impossibly high and unrealistic beauty standards. This constant pressure has caused unnecessary stress; low self-esteem, confidence issues, poor self-image, and mental health problems, for girls, women and many men. However, with the dawn of the Pro-Aging Era, we are starting to see more women proud to be and look their age, thus promoting a realistic aging process. FINALLY!!


And the media, advertisers and online influencers are beginning to take note, with more mature-looking women in advertising campaigns and films. In fact, in 2018, the average age of female Oscar nominees was at 55-years. And in 2021, Forbes launched 50 Over 50, to specifically honour the mature women shaping culture today.


But in 2020, we have also seen a boom in Botox, suggesting that women are using treatments to support themselves as they age, but with the goal of these treatments changing. The intention isn’t to look younger, but to look our best self. And ultimately, this is the mindset of the entire pro-aging movement.


Smoother, tighter, brighter skin isn’t just the result of drinking more water or massaging skin care products into the face. Ancient techniques such as facial reflexology, cupping, facial yoga, gua sha and massage have re-entered the beauty arena and advanced treatments such as Botox, filler and LED light therapy all have a place too.




The Pro-Aging movement is about understanding our options and giving us the freedom of choice … with no shame. Allowing women to FINALLY age, totally pressure-free.


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