The Beauty of Aging: How Women Worldwide Are Over the Term "Anti"-Aging
- Genelle Holub
- Mar 17
- 5 min read
In recent years, the beauty industry has been embroiled in a contentious debate regarding the very term “anti-aging.” A survey conducted by wrinkle patch brand Wrinkles Schminkles reveals a significant shift in attitudes toward aging, as over 84% of American women, and an even higher percentage of women in Australia and the U.K., expressed a desire to retire the term “anti-aging” for good. I love this!
As we navigate this fascinating evolution in beauty standards, it is essential to ask ourselves: When did we begin to fear aging and why? Moreover, how can we celebrate the natural beauty that comes with age? Let’s explore the results of the survey, the evolving conversation around aging, and the positive language women are seeking in the industry.
The Survey Results: A Clear Message
The survey conducted with over 1,500 women ages 20-70 shed light on a shared sentiment across different nations. A staggering 84% of American women, 88% of Australian women, and 88% of British women expressed their desire to cancel the term “anti-aging” altogether. This consensus reflects a marked shift in how women perceive aging and the language used to discuss it.
Women today are increasingly recognizing that aging is an inevitable and natural part of life. In fact, 59% of American women, 57% of British women, and 64% of Australian women admitted they may not love every change they witness in their skin but embrace it as part of their journey. This acceptance of aging, rather than resistance, signals a fundamental transformation in the narrative.
Battling the Belief: The Pressure to Look Younger
Despite this acceptance, a notable 55% of American women, 58% of Australian women, and 45% of British women feel an overwhelming pressure to combat aging. The incessant battle against time can perpetuate feelings of inadequacy, especially when the media overwhelmingly focuses on youth.
This resonates especially among women who have spent years being told they should strive for a youthful appearance. However, the survey highlights a growing awareness among women: the real objective should be healthy skin and self-love rather than merely looking younger. Or how about looking great at any age!
Women are beginning to reject beauty standards that tie worth to age and appearance. They want their skincare routines to be about nourishing, protecting, feeling good and showcasing their unique beauty rather than adhering to a constrictive anti-aging mindset. Remember super model Paulina? At 60 she has aged gracefully and still has gorgeous skin and has chosen to age how she chooses. She is quoted as saying, "People who believe prettiness equals beauty do not understand beauty. We have earned our beauty, we can understand what it is and we can see it so much better. There is no ugly is old only shortsighted and ignorant."
The Call for Positive Language
Another remarkable outcome of the survey is that 71% of women across the U.S., Australia, and the U.K. desire brands to adopt more positive and inclusive language regarding aging. This desire extends beyond mere semantics; it calls for a reevaluation of how the beauty industry portrays aging women.
By embracing language that reflects the wisdom, grace, and unique experiences that come with age, brands can foster a sense of empowerment among women. No longer should beauty messages revolve around the idea of “battling” aging. Instead, they should focus on celebrating the beauty of each life stage.
Changing Beauty Norms: A Cultural Shift In Anti Aging
This cultural shift is not just about rejecting outdated terminology; it’s part of a broader movement to redefine societal expectations about beauty. As women advocate for themselves, calling for representation that celebrates aging, they are challenging the status quo and opening doors for future generations.
Generation X, Millennials and Gen Z are particularly leading this charge, fueled by an inclination toward authenticity and self-acceptance. The angst surrounding aging is gradually dissipating, giving way to conversations about mental health, self-care, and holistic beauty.
Women aging gracefully from left top to bottom right, ages are: 48, 49, 54, 63, 68, 70.
Tips for Embracing Aging Gracefully
As this shift occurs, how can women actively embrace aging in their lives? Here are some practical tips:
Practice Self-Love: Acknowledge your experiences, both good and bad, as integral parts of your personal story. Engage in positive self-talk and affirmations. Every smile line probably has a funny joke or childhood story.
Nourish Your Skin: Focus on a skincare routine that prioritizes health and hydration. Look for products that give you a soulful feeling when using them to enhance your natural complexion rather than aiming for a youthful facade.
Seek Community: Surround yourself with like-minded individuals who celebrate aging or just being themselves at this very day and give each other support. Engaging in conversations about the joy and challenge of aging can be liberating.
Embrace Change: Allow yourself to adapt to the changes your body undergoes with age. Consider it part of your journey as a woman and a testament to your resilience!
Advocate for Change: Support brands that align with this new narrative of celebrating aging. Share your experiences and preferences with companies, helping them understand that women want empowering messages. You know my motto: You Only Get Better #YOGB. Use this hashtag and help spread the beauty in aging.
Reflect on Your Language: Let's introduce a fresh way of talking about aging, using terms like grateful aging, graceful aging, or healthy aging. Every day, every living creature on this planet grows older, and while we can't stop it, we can embrace better aging and foster positive attitudes towards it!
Conclusion: A Journey Towards Acceptance
The results of the Wrinkles Schminkles survey affirm a powerful transition in the conversation around aging. As more women reject the notion of “anti-aging,” they are carving out a path for a more positive and empowering dialogue. It is clear that aging should not be synonymous with a battle to evade time; instead, it is an opportunity to celebrate life’s diverse phases.
In a world where women are redefining beauty norms, it’s time to embrace the beauty of aging wholeheartedly.
Let’s foster a culture that promotes acceptance, authenticity, and admiration for the stories etched into our skin over the years, and in doing so, cultivate a community that values wisdom over youth. We have so much to offer the youth of today. ~ Genelle, 58!
As always, comments and communication are welcome.
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Nutrition Certified Esthetician
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