As attitudes toward ageing shift, more beauty brands are leading the way in supporting this movement. Here are a few that embrace the natural beauty of ageing and emphasise holistic wellness:
The Ordinary
Known for its no-nonsense, ingredient-focused approach, The Ordinary is part of a wave of brands embracing skin health over anti-ageing. Their products nourish, hydrate, and protect the skin, without promises of turning back time. Their minimalist approach promotes enhancing natural beauty rather than altering it.
Alder New York
Alder New York takes a holistic approach to skincare, focusing on self-care rituals and products that support the skin’s natural balance. Their range encourages self-acceptance and confidence, with packaging celebrating natural beauty.
True Botanicals
True Botanicals leads in clean, non-toxic beauty, focusing on sustainable ingredients. Their products support skin health over time, not in an effort to reverse age.
Furtuna Skin
Furtuna Skin promotes wellness through natural botanicals, celebrating skin at every life stage. Their products enhance natural skin health rather than masking changes.
Glossier
Known for its fresh-faced aesthetic, Glossier promotes products that let your natural skin shine through. Their ethos embraces natural beauty at all ages, resonating with those who prefer an organic approach to self-care.