A Letter From Our Founder: Age Embracing™


Discover the Illuminate + Shine ™ Palette: our very first Age Embracing ™ makeup product.

A few weeks ago, I celebrated my birthday—the key word being “celebrated.” For the first time in recent memory, I was actually excited about being a year older.

Up until recently, the aging process wasn’t something I welcomed, let alone rejoiced over. At some point in my late 20s, I stopped looking forward to my birthday and started dreading it. And honestly, who could blame me? We live in an age-obsessed society—one that equates youth with relevancy. Like many women, I bought into the myth that “old” equaled “bad”, and if I wasn’t young, I didn’t matter as much.

age positivity age embracing™

As I’ve matured, I’ve begun to see that belief for what it is—a lie. The assumption that getting old is a bleak, empty experience is not only ageist and unhealthy—it’s just plain silly. Being “of a certain age” is a privilege—it’s a gift not afforded to all. It means you’re rich in experience, confidence, and wisdom. The older I get, the more I find myself welcoming nature’s little changes. When I look in the mirror and see laugh lines, I don’t see something ugly—I see evidence of a life well-lived.


As a woman in the beauty industry, I’m part of the conversation surrounding beauty and aging. And here’s the thing: I want to help change that conversation. I don’t want to fuel the narrow, misguided assumption that getting older is a bad thing, and that a woman’s life is suddenly “over” once she hits a certain age. That’s why we’re making some big changes to b-glowing. Going forward, we’re shifting our focus from fighting age to embracing it. We’re making a commitment to celebrate age diversity, both through our language, imagery, and overall attitude.

embrace aging

So, what does an Age Embracing™ attitude look like for a company that sells anti-aging products? Our stance is simple: if a product helps you look and feel like your best self, we think that’s a good thing. Personally, I use self-described anti-aging products because they make my skin glow, reduce pigmentation and smooth. Who doesn’t want that at any age? Do I sometimes wax nostalgic about how I used to look? Sure, who doesn’t. Do I think I’m beautiful now? You better believe it.

As we move away from anti-aging towards Age Embracing™, here’s our promise to you:  We will NEVER tell you that you need to look a certain way to be beautiful. We will never say that “younger is better.” We want you to know that you are beautiful exactly as you are. You don’t need to change, and you don’t need to fix yourself. We’re here to be a positive, helping hand throughout your beauty journey. We want to give you the power to present yourself exactly how you choose. You’re the one deciding. We just provide the tools.


10 thoughts on “A Letter From Our Founder: Age Embracing™”

  1. I love this! As a 48 year old woman I hear the talk about being of a certain age….HA! I do not look like I did at 20….but despite some lines…some uneven colour and some sagging…(it really is not as bad as it sounds on paper) I am more confident….and yes MORE beautiful than that even skinned…unlined..youthful face. My face now has the confidence and beauty that no youth can rival….it is my inner glow (and yes I still work hard at achieving that outer glow) and the beauty that radiates from me transcends the youthful head turning of an insecure 20 year old. Kudos to you for embracing life and celebrating every stage of our journey with us!!! ❤️❤️❤️❤️

    1. Kudos to you too! Thanks so much for sharing your thoughts. And I LOVE that quote “My face now has the confidence and beauty that no youth can rival….it is my inner glow.” Yes!

  2. I’m so glad I found you! I’m definitely someone who wants to defy being a woman of a certain age!
    Everything thing I’ve done defies the norm. I had my child at 42 and at 51, my skin looks even better than it did in my teens and 20’s!
    I want to continue taking care of myself, wear what I feel makes me look good and definitely wear as much makeup as I can! Thanks for being brave to start a business geared to us older ladies!!

    1. Thank you for your kind words and we applaud you for breaking the ‘rules’ our society places on women our age. Thank you for your support!

  3. I love what you shared with us. It makes sense to me. As I read the comments I am thinking I am starting a bit late in wanting to be happy with the way I look. I will be 74 in a few months and am wondering if I am too old even for your philosophy. I admit I wish I had started a long time ago to take better care of myself but I didn’t and now I feel I may be to old. Is this for someone like me?

    1. Carol,
      We believe it’s never “too late” to feel better and take better care of ourselves. Even the simplest change to your daily routine can boost your mood and energy. While we know not everyone wants to wear makeup, we love its transforming power and truly enjoy playing with what works and even finding out what doesn’t. It’s all a journey. Feel free to reach out to our beauty concierge at [email protected] or 866-525-4933 if you ever want to chat about specific makeup recommendations and tips tailored to your needs.
      Thanks for reaching out and keep glowing!

  4. I love this palette and moreover, LOVE that you are helping women embrace aging!!! You are light years ahead of so many in the industry… so kudos!!!

    Thank you for the lovely product.


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