The Age Well Revolution

We’re on a mission to celebrate the joy of aging well and
to revolutionize the way aging is portrayed in society.

70% of women in their 40’s and 50’s feel they are largely ignored by the media*,
which is a shocking, yet sadly unsurprising truth.


As a pioneer in ethical beauty, we want to use our influence to change that. We want to make women over 40 visible – to share their views on what it means to Age Well and celebrate their inner and outer beauty. More than 1,000 women have shared their Age Well stories so far – and we’re putting six of them front and center of our Age Well Revolution. From entrepreneurs to farmers, these women are strong, passionate, humorous, intelligent, sexy – and aged 45 to 80.

Strong, beautiful and embracing their age… we are delighted to introduce six of 1000+ women who have joined our #AgeWellRevolution