We believe that ageing is complicated

An inevitable and entirely natural part of life with many upsides, it can also bring physical changes like lines and age spots, sun damage and thinner skin that can be challenging to accept.

Oftentimes, we’re shamed if we want to do something about those unwanted signs of the times, yet we’re (also) shamed if we choose to lean into our lines, grow in our grey hair or celebrate our laugh lines.

We wanted to know what our community really think about ageing, so we asked them to complete a quick-and-easy online survey of questions, with the option to share any additional comments, feels or feedback.

Here’s what 1500+ women aged 20-something to 70-something told us…

We feel conflicted about getting older

64% of Aussie women

57% of British women

59% of American women

Don’t love the changes they’re experiencing but also accept that it’s a natural part of life.

The term ‘anti-ageing’ feels like pressure

58% of Aussie women

45% of British women

55% of American women

Feel like they need to be constantly battling ageing to look younger. 

We’re over the term ‘anti-ageing’

88% of Aussie women

88% of British women

84% of American women

Said hell YES to cancelling the term anti-ageing for good.

We want more empowering ways of talking about ageing 

71% of Aussie women

68% of British women

71% of American women

Want to see brands use more positive and inclusive language when talking about ageing.

The Insights

After completing the survey, we asked the respondents whether there was anything on the subject of ageing that they wanted to share with us.

We were blown away by the volume of feels and frustrations that we received and a number of common themes that emerged:

We Feel Pressure, So Much Pressure…

Emma said: “There’s a lot of pressure from society and while I don’t want to get Botox or other anti-ageing treatments, I feel I’ll be the odd one out who looks old but actually I’ll just be a true reflection of my age”

Andie said: “Ageing is brutally difficult for women. Society mocks and devalues us for “losing out looks’ and many of us feel pressured into spending money (that we should save for security in old age) on the best anti-ageing skincare and treatments. I know it’s unreasonable and stupid but I still feel pressure.”

Jacinta said: “I’m tired of older women in the media being portrayed as looking like they’re sick or tired (I’m sure they’re sick and tired of everyone’s shit!), whereas you have older men being named the Sexiest Man alive. Unfair and over it.”

Allison said: There’s so much pressure (particularly in certain fields like marketing) to look young. More opportunities are given to younger generations. I feel immense pressure to look and act as young as I can to even get a look in. It’s not right, but it’s an unfortunate reality.”

PJ said: Social media has just added to the pressure placed on women and ageing. It is a shame that women, and not men, feel this pressure.”

Melanie said: “I could go on forever about the double standards between men and women when it comes to ageing. It’s unfair that men become ‘rugged’ and ‘silver foxes’ but a woman is pressured to not ‘let herself go’. Ugh!”

We Feel Pressure To Prevent Our Skin From Ageing Naturally, Even At A Younger Age

Tahanh said: “People always tell you to start on anti-ageing treatments young, so you can see the results later. It puts a lot of pressure on someone, especially when you are only in your 20s.”

Taylor said: “I’m turning 30 this year and I wish I didn’t care about ageing because I do think it’s marketing bullshit but also the world rewards you for looking younger. It’s definitely a toxic vibe but I am still affected by society's views. Would love to change that but also don’t want wrinkles which is why I still invest in anti-ageing skincare.

Bridget said: “I think there is lots of pressure for women especially to look and feel younger, and the age that those expectations start seem to be getting younger and younger. For example tweens making massive fusses over ‘needing’ retinol or anti-ageing skincare products.

We Want To See More Real, Age Appropriate Women

Elyse said: “I’m tired of seeing twenty something women used in ads for wrinkle fighting products, it’s just ridiculous! If they have a product that actually works, how about a 50 or 60 year old? Do these companies think older women are stupid?”

Nicole said: “We shouldn’t be made to feel like we don’t look beautiful because we are older. More brands need to use older models instead of photoshopped young women in their marketing of anti-ageing products geared to mature women.”

We Want To Look As Good As We Feel & Without Judgement

Lucy said: “I don’t connect with the whole ‘pro-ageing’ movement that’s been getting some traction lately. Why should I just have to settle into middle age and accept the very visible signs of ageing that I really don’t like? I don’t want to be made to feel bad, superficial, vain, or financially irresponsible for putting time and money into doing the things I want to do (like anti-ageing treatments) to look my best. Yeah f*ck that!”

Natasha said: "I'm trying to merge the feeling I have inside of me to match how I feel about what’s changing, in what I’ve supposed I’ve categorised as negative. It’s a weird feeling! Because I’ve also never felt more beautiful!”