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‘Anti-ageing’ skincare won’t disappear – but things are changing

willowberry natural skincare for mature skin

A journalist recently asked me how I see the anti-ageing skincare industry evolving in the future. Here’s the thing - the anti-ageing industry won’t disappear anytime soon – it’s too big and it’s worth billions.

And this is because ultimately, it is what many consumers still look for at the moment.

But I do think a better age narrative in beauty will continue to rise, thanks to the work of authentic media, influencers and brands, like us here at Willowberry.

And as consumers start to change their mindset on age, it will begin to influence the anti-ageing industry. But it’s not going away any time soon.

How the media can play their part

The media plays an important part in this change of mindset. I totally get that the media earns a lot of essential advertising revenue from top beauty brands that have anti-ageing products, so I understand it puts the media in a difficult position to not upset their advertisers.

But that doesn’t mean that the media can’t talk about age in a different way, and talk about skincare in a different way. To have the courage to stand out from the crowd, in an authentic way. Vogue, for instance, is doing a great job of this and they get applauded for it.

The more the media showcases a variety of what age looks like in modern times (wrinkles and all), the better people will feel about it. The more skincare language becomes more about getting your best skin and less about removing signs of time, the more people’s mindsets will begin to change.

Fashion and beauty are fun, it’s an energy, there are no rules, no matter what your age.

And skincare isn’t about getting impossible skin (with the impossible promise of reversing the signs of time), it’s about getting your best skin.

 

Willowberry is nutritious natural skincare for grown-ups, for your best skin. 

Designed especially for the needs of grown-up skin without telling women to be 'anti-ageing', Willowberry’s luxurious award-winning products nurture and nourish, for a brighter, hydrated, radiant complexion.

As seen in Vogue, Independent, The Telegraph, This Morning and more.

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