National awareness month
National Age Without Apology Month
Held every JUNE by Willowberry
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.
National Age Without Apology Month is now championed and supported across many different platforms, voices and industries.
How to support
Individuals, media and companies can all play a part, by sharing inspirational images, stories or advice on how to Age Without Apology, and sharing the Age Without Apology Month ethos to encourage people to look at age in a better way. #AgeWithoutApologyMonth
Contact us for partnership, image or quote requests, or to interview our Founder Jenni Retourné, via the Contact button below.
Share a selfie
Inspire others to Age Without Apology! Share a selfie on Facebook or Instagram, with a caption about your attitude to age. Tag us in @willowberryskin #AgeWithoutApologyMonth
Industry recognition
Willowberry's Founder, Jenni Retourné, has been awarded a place in the Who's Who of Natural Beauty as 'The Unapologetic Innovator' for 'challenging the conventional beauty industry's obsession with anti-aging'.
National Age Without Apology Month 2026:
Stop Fighting Your Face
The theme for National Age Without Apology Month 2026 is Stop Fighting Your Face.
For too long, women have been told that signs of age are something to fight, fix, reverse.
The Stop Fighting Your Face initiative challenges that mindset. Ageing is not an issue to correct, it's a natural process to support and care for.
Because ageing skin isn’t the problem.
The pressure to constantly change it is.
Stop fighting your face. Start supporting your skin.
#StopFightingYourFace
Challenging the norm
At Willowberry we want you to Age Without Apology and age representation in beauty is at the heart of everything we do. Our goal is to change the perception, representation and language of age in beauty and ensure that age is celebrated and revered, not feared.
We continually put out a new message of age across the media and the beauty industry to encourage change on a wider scale. Refusing to sell ‘anti-ageing' hope-in-a-jar claims, Willowberry instead aims to help women feel good in their skin with age, because healthy skin is beautiful with or without wrinkles and beauty is a state of mind.
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