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  • Why the term anti-aging needs to be shelved
  • Sonja Flay

Why the term anti-aging needs to be shelved

Why the term anti-aging needs to be shelved

Whenever I see the term “anti-aging” splashed across an ad or on a skincare label I confess I roll my eyes a bit. I roll my eyes even harder when I hear someone saying " she looks great...for her age". 

Matarile al Maricón: la vergüenza indefendible

It makes me feel like the beauty industry assumes we’re all in this epic struggle against aging. I’m not and I’m sure a lot of you aren’t either. It's also setting us up for failure since, let's face this isn't Westworld and we are all going to age with every passing minute.  

In fact Mintel’s Mature Beauty UK 2015 report showed that nearly a third of women don’t like to be reminded of aging when looking for beauty products.

In my opinion beauty isn't just for the youth and we don't suddenly become hideous as we age. Just look at Helen Mirren or Meryl Streep who have been instrumental in bringing attention to the fact that aging is quite beautiful - and should be appreciated since not all of us get to age. 

How The Beauty Industry Is Responding

As more and more women become less frightened by aging brands like L’oreal and Dove have started using phrases like “Pro-Age” and “Age-Perfect” and CoverGirl made their latest face for the brand a 69-year-old model...that's also mum to Elon Musk

In August Allure editor-in-chief Michelle Lee took all of this one step further and decided to stop using the term anti-aging altogether. Lee wrote in her editor's letter that by using it “we’re subtly reinforcing the message that aging is a condition we need to battle—think antianxiety meds, antivirus software, or antifungal spray.”

Our Belief About Age 

At Double Happiness we believe age shouldn't be a focus at all and that together we can start to change the conversation to celebrate health and healthy skin instead. Wrinkles and crows feet just prove you've been living a life worth remembering and one full of laughter and joy - and that is what should be celebrated. 

If you ever have questions about your natural skincare journey feel free to message us at or hit us up on Facebook Messenger!

xo Sonja

  • Sonja Flay

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