New survey shows how women feel about themselves with age – inside and out

New survey reveals how women feel about themselves with age – inside and out

A new survey by Willowberry of over 1,000 women aged 40-64 reveals a mixture of positive sentiment about how they feel in themselves with age, contrasting with negative sentiment when it comes to their appearance.

Supporting the notion that age is an energy, 75% of women said they feel younger than their age on the inside.

61% feel better or the same about themselves now than when they were in their 20s, 60% feel more confident than when they were in their 20s and 70% most enjoy having more wisdom and experience; all showing that age isn’t something to be feared.

In contrast, when it comes to appearance, 67% of women feel they don't look as good as when they were in their 20s and 75% feel less visible or invisible compared to when they were younger. A massive 87% feel that midlife skin in beauty imagery is often either unrealistic, with little skin texture/wrinkles visible, or often not represented at all.

This compounds Willowberry’s desire to rewrite the age narrative in beauty to be about getting your best skin, rather than youth being portrayed as the (unattainable) beauty goal in society and skewing women’s demands on themselves of how they feel they should look as they get older.

As a survey participant said, “You owe it to yourself to NOT be invisible. I'm ‘20 year old me’ on the inside and ‘60 year old me’ on the outside and proud of every line, wrinkle and blemish.”


willowberry age is an energy beauty campaign

Willowberry new Age is an Energy campaign aims to show women – young and old –  that getting older and looking older isn’t something to be feared. Willowberry wants to show the good things that come with age and encourage a different mindset. Age is an energy! Getting older in 2023 is very different to 50 years ago. As a survey participant so eloquently sums it up, “If we age well, we can inspire the next generation of women”.

Willowberry's annual National Age Without Apology Month each June marks the anniversary of Willowberry’s Age Without Apology Pledge launch on 16th June 2021, to build upon the work that Willowberry has done to date to help change the age narrative in beauty.


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

A favourite with top make-up artists, Willowberry's luxurious award-winning products protect skin’s natural barrier function, to nourish and revive grown-up skin without telling women to be 'anti-ageing'.

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