Everybody ages. In fact, as you’re reading this, you’re getting older by the second. Over the years, the beauty industry has defined ageing as something to be feared and avoided at all costs—and we’re here to debunk that.
Firstly ageing can’t be avoided (obviously). People, but especially women, have learned that they are worth less to society when they get older, and that they aren’t beautiful when their skin shows a bit of wear and tear. We think wrinkles are a sign of a life-well lived. Laugh lines? Crow’s feet? We’ll take ‘em as they come. Ageing is nothing to be afraid of, and wrinkles are natural.
We choose to direct the conversation around maturing skin instead. Maturing skin can occur on people of all ages, and is not limited to gender, age, or race. Genetics, lifestyle, climate, and general skin conditions can lead to mature skin at all stages of life—young or old! It may manifest as more fragile or thin places on your face, neck, or body. Maturing skin does not need to be fixed, rather it wants love, kindness, and hydration.
That's why we make products that are specifically geared towards maturing skin rather than “anti ageing skincare”, to make up for the vitamins and minerals that it may be naturally lacking. Our Regenerating line (found in purple bottles) contain renewing ingredients such as bakuchiol (a natural retinol alternative), vitamin A, E, hyaluronic acid and exfoliating AHAs to help refresh and rejuvenate skin.
Here’s why you should add them to your routine:
The natural retinol alternative that helps to stimulate collagen production (the stuff that keeps your skin looking springy and full of bounce). Find Bakuchiol in Bakuchiol Booster, to address skin texture and tone but also in our Eye Plump eye cream.
The ultimate plumping ingredient, HA attracts moisture to the skin so it appears full and firm. Find hyaluronic acid in Eye Plump (along with Bakuchiol), to smooth those fine lines and crow’s feet.
AHAs (alpha-hydroxy acids)
AHAs slough the top layer of dead skin cells to reveal your youngest, smoothest skin underneath. Regularly weekly exfoliation will help with skin cell turnover. Find AHAs in Acid Gold face mask, to reveal soft fresh skin.
Our regenerating line celebrates renewal, not reversal and has everything you need to firm, smooth, and hydrate maturing skin and help you take care of it for years to come. Check out the full collection.