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National awareness month

Age Without Apology Month

Held every JUNE by Willowberry

Age Without Apology Month 2025 theme: Get Your Glow

age without apology month 2025 Get your glow

Skincare brand Willowberry holds an annual National Age Without Apology Month each June, to help change the perception of age by celebrating age and the ageing process.

The theme for National Age Without Apology Month 2025 is Get Your Glow. You don't need to be 'anti-ageing' or fear getting older; it's time to embrace your next phase of life and get your glow.

age without apology month 2025 get your glow

Don't fight age, embrace it! From confidence to attitude, skincare to social life, fitness to fashion to food... the right approach will get you glowing with age.

We're collaborating with experts throughout June to share expert advice to get your glow.

What's given you your glow with age?

“I've been using Willowberry happily for several years. Last September I became quite ill and didn't follow my usual Willowberry regime. As the months passed and I recovered, I realised how bad my skin looked, drab and dreary. I slowly got back into the swing of things, using the exfoliator, sensitive oil, eye cream and moisturizer. Literally within days, I could see the difference it was making. I don't need to look younger, I just want to look healthy and that's what Willowberry does for me.”

– Susan

“I was made redundant last year at age 62, it really knocked my confidence and I felt old and unemployable. However, I gave myself a good talking to, had my hair cut into a short, blunt bob, bought a capsule wardrobe of clothes and was lucky enough to apply and move into a new role. It has given me a new lease of life learning new skills and getting to know a new team. I am really enjoying clothes, skincare and makeup again and realised I had become a bit set in my ways.”

– Nichola

“Going outside every day, walking even if it’s raining to get some daily steps in and fresh air. Staying hydrated. Eating everything in moderation. Scheduling exercise in each week and down-time to just sit and listen to the birds singing. Enjoy life with a balance, when its possible.”

– Zoe

“It's a holistic approach – caring for my body, mind, and spirit. A huge part of my 'glow' comes from how I approach life; Focusing on the positive, practicing gratitude and not letting negativity weigh me down creates a sense of inner peace and happiness. That inner light, I think, really shines through and adds to my outward appearance.”

– Alexandra

“I‘m 70 - I keep active, I smile a lot, I volunteer at our local zoo and I love being outdoors walking or gardening. I eat whole foods. The last but not least important way to glow with age is taking good care of my skin. This is why Willowberry is my absolute go-to. I absolutely love all of the products and so does my complexion.”

– Sandra

“Popping a small amount of Willowberry Nutrient Boost Face Oil on, before my foundation.”

– Heather

“Drinking plenty of water, walking in nature, sunscreen and keeping skin moisturised morning and night”

– Anne-Charlotte

“The confidence that you have life experience, enjoy all that life has to offer and taking care of yourself with good nutrition, skincare and lifestyle choices.”

– Jo

“Exercise, time out and Willowberry Facial Oil.”

– Fiona

“Amazing Willowberry skincare.”

– Carol

“Healthy eating.”

– Ann

“Sleep.”

– Hazel

“Confidence in myself. My family and friends. The ability to be my age.”

– Christine

Share a selfie

Inspire others to Get their Glow! Share a selfie on Facebook or Instagram, with a caption about what's given you your glow with age. Tag us in @willowberryskin #AgeWithoutApologyMonth #GetYourGlow

How to support

Individuals, media and companies can all play a part, by sharing inspirational images, stories or advice on how to Get Your Glow, and sharing the Age Without Apology Month ethos to encourage people to look at age in a different way. #AgeWithoutApologyMonth

Contact us for partnership, image or quote requests, or to interview our Founder Jenni Retourné, via the Contact button below.

Industry recognition

Willowberry's Founder, Jenni Retourné, has been awarded a place in the Who's Who of Natural Beauty for 'giving grown-up a glow up'.

“Leading by example, and by marking a National Age Without Apology Month, Willowberry has pledged to increase representation of older women in the industry”

– Hello! Magazine

National Age Without Apology Month

Initiated in 2022, skincare brand Willowberry holds an annual National Age Without Apology Month each June, to help change the perception of age by showcasing a positive and realistic portrayal of what getting older looks like. This is part of Willowberry's wider initiative to help change the age narrative in beauty. Against an industry obsessed with anti-ageing, Willowberry is giving grown-up a glow up.

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