NATIONAL AGE WITHOUT APOLOGY MONTH

National awareness month

Age Without Apology Month

every JUNE

2024 theme: Wrinkles are Earned, they can't be bought

Willowberry declares wrinkles as the new beauty must-have

This year’s National Age Without Apology Month theme, 'Wrinkles are Earned - they can't be bought', is about changing an outdated message about lines and wrinkles. We’re declaring wrinkles as the new beauty must-have!

In a new survey by Willowberry with over 300 women, 94% said they would like to see a more positive portrayal of lines and wrinkles

We want to flip the wrinkles narrative on its head. Wrinkles are a very normal sign of age on that lovely face of yours. When did it become okay to tell people that they need to get rid of wrinkles to look good?

So here at Willowberry, we want to celebrate wrinkles and the lives that have been led earning them. We want to tackle the negativity around having wrinkles. Don’t try to reverse them – you worked hard for them!

How have you earned your wrinkles?

“Laughing, worrying and sunshine”

– Sue E

“By facing things head on and going for it full tilt”

– Moira D

“Constantly worrying about my 2 daughters (totally worth it
though) and lots of laughter”

– Nicky M

“A lot of hard life lessons and trauma”

– Louise E

“Living, loving, laughing, crying”

– Lois D

“By laughing, crying and frowning my way through a busy and fulfilling life”

– Felicity C

“Through sheer hard knocks!”

– Rachel L

“By beating life’s most painful moments. Age is a worn privilege”

– Jane H

“Love and loss”

– Rosanna H

“Working, playing, mothering, laughing”

– Nicky G

“Lots of clubbing and far too many sunbeds (I no longer do either)”

– Amanda E

“I have lived my life my way”

– Lucia W

How to join in

Help spread a new way of looking at lines and wrinkles! Share a selfie on Facebook or Instagram, showing your face - wrinkles and all, with a caption telling us how you earned your lines and wrinkles. Make sure you tag us in @willowberryskin #WrinklesAreEarned

“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