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A Letter From Our Founder: Age Embracing™

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.

Updated May 17, 2017 by Amanda Dixon

A Letter From Our Founder: Age Embracing™

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.


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.

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.



Going forward, we’re shifting our focus from fighting age to embracing it.


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.


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